jacksonville state university- rebranding a university

todays mission

share and discuss.

review strategy and development of the JSU brand.

discuss next steps for moving forward.

the situation:

Accepting more conditional students. Retention rates declining. Trying to reach 10,000 student goal.Distance education program.

CurrentStudent

1st Generation

Lower Income

Conditionally Accepted

Financial Aid

Future JSU Student

Higher ACT scores (avg. 22)

International/Transfer

Financially dependable

Online

SEMP + NEW BRAND IDENTITY

current perception

JUST SHOW UP

absence of awareness

easy to get into

community collegelimited social and academic

opportunities

anonymousparty school

cheap

secondary

athletics over academics

BRAND NEW PERCEPTION

Perception

pop culture

peers

school identity

media

teachers

parents

technology

entertainmentmentors

accredited schools

individual attention

location

the right size

great value

great faculty

campus facilities

Rational

good fit for me

respected institution

pride in school

understands who I am

acceptance

Emotional

a new a new perceptionperception

respected school

smart decision

competitive perception

perception of university in relation to other schools

low end high end

JSU

the objective:Build a brand that will entice potential students of a

higher caliber to place JSU on their considered set

list and encourage existing students to complete

their education with JSU.

potentialstudents

give JSU relevancyand resume appeal.

make it a smart decision for them and their parents.

current alumni influencers

instill pride and promote connection

on campus.

need to givealumni a reason to

reengage.

make JSU a recommended

option.

the strategy:

Revolutionizethe way people identify with Jacksonville State University.

RepositionJSU as a respected leader in the region.

Reinvigoratethe current study body and alumni support for JSU.

The revolution starts with a redesign.

There is much more to an identity than simply the logo. However, the logo does serve as a powerful visual communication tool. It gives insight into what people can expect from the school.

The logo should serve as a catalyst for change and breathe new life into the brand and represent the university’s new direction.

How we think about logos

Our Beliefs #1A logo doesn’t have to do everything

But it does have to do some things well

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.

Our Beliefs #2subtle encodes can remove significant hurdles

quality, progressive, leader

Our Beliefs #3

But, it is still only the beginning of the dialogue

You only get one chance

Our Beliefs #4

Encode messages that can beunlocked by the viewer

Encodes get decoded

Relationship gets deeper

Recall and affinity are enhanced

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are needed to see this picture.

Our Beliefs #5There are many different ways to skin a cat.

where are we currently?

traditionalup to dateacademiccollegiateevolutionexpected

where could we go?

Modern Energetic

PersonableOwn-able

ProgressiveDistinctIconic

Repositioning starts with hitting reset.

Our communication messaging should exceed their expectations.

campaign concept

Where You’re Going

JSU is focused on the most important thing for students - their future. This campaign positions JSU as the partner they need to get there.

distance education

TV

website

microsite

Reinvigorate through reinvention.

Instilling a sense of pride with alumni and current student body must happen at every touchpoint. Alumni and students who are proud to be associated with the University, will become the most powerful tool in promoting it.