Introduction to the Guide to Marketing Kent State University

Good news! The benefits of a Kent State University education are more relevant, more desirable and more valuable than ever before. Nevertheless, the need to articulate and promote Kent States distinct institutional identity remains unabated in the increasingly competitive marketing environment of higher education. We need to spread the good news. We are, fortunately, a collective force not just the marketing and communications professionals, but faculty, administrators at all levels, staff members, alumni and students. Working together, we can continue to build widespread, public awareness of Kent State Universitys high-quality academic programs and services. And at the same time, we promote an appreciation for the universitys significant contributions to the quality of life and economic development of Northeast Ohio and beyond. University Communications and Marketing conducts annual market research to identify the marketing needs and current positioning of the university. Guided by those findings, we employ a comprehensive communications and marketing plan to build necessary awareness of Kent States strengths and promote the universitys brand identity. This fourth edition of the Guide to Marketing supports that plan. More than a handbook for individuals and departments involved in promoting Kent State, the guide includes policies, standards and resources necessary for planning and developing integrated marketing efforts throughout the eight-campus system. Integrated marketing efforts include the use of the trademark sentence (i.e., Kent State University, Kent State and KSU are registered trademarks and may not be used without permission.) and the registered logos in marketing communications. Our efforts to publicize the universitys people and programs will be strengthened through the use of consistent, audience-based messages. These efforts also will be reinforced through the application of clearly defined standards for graphics, photos and other elements of our visual identity, editorial style and special events. Cooperation in adhering to formal policies and standards will help Kent State achieve the Strategic Plan directive to articulate and promote Kent States distinct institutional identity. If you have questions relating to Kent States institutional identity or about producing marketing communications, see Frequently Asked Questions or contact University Communications and Marketing at 330-672-2727 or online at http://www.kent.edu/ucm/PoliciesStandards/FrequentlyAskedQuestions.cfm.

Marketing Kent State University

Vision Statement Marketing at Kent State University should consist of centrally developed, well-managed, well-funded and strategically placed image, message and marketing initiatives integrated throughout all campuses and beyond. The goals of these initiatives are: (1) to unify the overall competitive institutional position of Kent State University to the public and the legislature; (2) to attract prospective students, faculty and staff; and (3) to interest current and future alumni in their association with a university that genuinely appreciates or needs their continued support and involvement. The Kent State University Brand Marketing research for years has indicated that institutional focus and consistency are essential requirements to building brand equity. While terms such as brand, branding or brand equity are relatively new in higher education, the process of promoting Kent States institutional identity must include attention to brand equity. In lay terms, a brand is actually intellectual property: The totality of the thoughts, feelings, associations and expectations a prospect or customer experiences when exposed to a companys name, trademark, products or to any design or symbol representing them (Lindsay, Stone & Briggs Advertising Inc. in Branding For A Brave New World). In 1998, the university convened a Centennial Commission to explore institutional strengths and challenges as Kent State moved toward a new millennium of service. Building on the findings of the commission, Kent State initiated a strategic planning process. Out of both deliberate forums emerged a call for the university to develop and promote a consistent message which will articulate and promote Kent States distinct institutional identity. To do so requires Kent State University to engage in a branding process that honors the past but moves the institution forward. Focus and consistency in our visual identity and messages and our service to our constituencies are imperatives. The university established a Communications Council consisting of internal and external experts in the field of communications and marketing. Before launching the universitys branding campaign, the council discussed the issues and challenges facing Kent State and provided direction on many fronts. A Visual Identity Program Task Force was formed specifically to focus on using the visual elements of our overall marketing effort to help build Kent States brand equity. Additionally, a Marketing Advisory Task Force and a Web Strategy Task Force were formed to plan and implement marketing and Web initiatives, respectively. The Institutional Identity (Branding) Campaign Kent States marketing position statement is as follows: Kent State University is committed to challenging the boundaries of knowledge, intellectually and in society.

A great deal of evidence exists to support that statement. To cite just a few examples: Kent State is the largest residential campus in Northeast Ohio and offers 35 residence halls and a complex for students with families. Kent State wields major influence in workforce development, technology and outreach through its unique eight-campus system. Kent States various programs, many of national stature, produce graduates who enrich the economic and cultural life of Ohio and the nation. For example: Kent States aeronautics program is the largest and only program in Ohio to receive Council on Aviation accreditation. Kent States School of Journalism and Mass Communication is now in the nation's top 20 undergraduate programs by size; it is number 17 in the annual enrollment report in Journalism and Mass Communication Educator. Kent States School of Library and Information Science, Ohios only graduate program in this field, is available to students from any part of the state through an interactive, video masters program. Kent States School of Visual Communication Design is the largest program in the United States with more than 500 undergraduates and 30 graduate majors. Kent State is home to the Liquid Crystal Institute. Liquid crystal displays were named by Forbes magazine as one of the 85 innovations that change the way we live today. The Kent State School of Fashion Design and Merchandising was ranked 12th nationwide in the Design Intelligence Rankings sponsored by the Design Futures Council. Kent State University is ranked by the Carnegie Foundation among the nations top 77 public research universities, and among the top 76 colleges and universities in community engagement. Kent State is a university on the move with a ranking of 5th among universities in the United States and Canada the number of start-up companies formed as a result of university research according to the Milken Institute.

The universitys institutional identity or branding campaign promotes and positions Kent State in order to accomplish the following: Align the public image of the university with the real impact of Kent State University and its programs. Clarify and promote Kent States identity and position as a national university to students, faculty, staff, alumni, the public, legislators, taxpayers and other key audiences. Promote Kent States academic, research and outreach excellence through consistent images and messages, supported by a comprehensive marketing and

communications plan, Web-design templates, event-planning standards and the visual identity program. Instill renewed pride in the name Kent State, inside and outside of the university. Increases the value of a Kent State degree in the minds of all audiences. Raise the profile of Kent State to help the university compete for students, faculty, financial resources and partnerships and to support its fund-raising efforts. The Visual Identity A key element of the institutional visual identity is the Guide to Visual Standards. The following components of the visual identity, as well as other helpful resources, are included in the Guide to Marketing Kent State University. Guide to Visual Standards Visual Standards for Applying the Excellence in Action Graphic

Key Audiences Following are the key audiences with whom Kent State seeks to generate contact, enhance relationships and build its brand identity: Alumni Business and industry leaders and prospective partners Community leaders and residents at all eight Kent State campuses Current faculty and staff Current students Donors General public (Ohio taxpayers) Influencers: Group No. 1 high school counselors, targeted high school teachers and targeted peer group leaders. Group No. 2 media Legislators Parents of current students Parents of prospective students Philanthropic organizations/individuals Prospective faculty and staff Prospective students

Effective January 2008