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Office of Marketing and University Communication

360° of Learning Brand Initiative

Vision Statement

To effectively communicate a single, integrated marketing message and to identify, launch and integrate a brand that effectively communicates UW-Green Bay’s distinctiveness to key constituents through the new 360° of Learning brand platform.

Phase I – Research, Marketing Analysis and Brand Promise

A. Preface

Two years ago a Task Force for Marketing and Branding was appointed by Chancellor Tom Harden, chaired by Assistant Chancellor for Advancement Bev Carmichael, and spearheaded by Director of Marketing Sue Bodilly. The task was to drive the marketing research and analysis necessary for the first step of branding — to establish a single, integrated marketing effort and identify and launch a brand that effectively communicates UW-Green Bay’s distinctiveness.

The nationally acclaimed higher education consulting firm, Stamats, was hired to facilitate the first phase of the branding initiative. As a result of months of research, analysis and Task Force discussions, the brand promise and attributes were developed.

B. Brand Promise

Based on the review of the research and the work of the Task Force, five brand promises were established and tested with prospective students, current students, faculty and staff, alumni, and community members.  UW–Green Bay had a single promise statement that was preferred by all audiences.  With minor tweaks made to the language by the Task Force, the UW–Green Bay promise emerged:

Featuring excellence in teaching, extraordinary academic programs, a problem-focused education, and innovative real-world experiences, UW–Green Bay is a friendly, welcoming university where students connect with internationally recognized faculty in personal and life-changing ways to prepare for 21st-century careers.

Brand attributes are the foundation on which messages are built, serving as the platform on which to serve up the institution’s brand in a way that is easily understood by various audiences.  Building on the language that resonated most with the various audiences, the following attributes were developed by the UW–Green Bay Task Force:

  • Excellence in teaching
  • Connections to internationally recognized faculty
  • Problem-solving from multiple perspectives
  • Engagement in applied learning experiences
  • A welcoming, friendly campus community

Phase II – Conceptual Phase – Brand Identification, Development and Launch

Request for Proposals (RFP)

A request for proposals (RFP) was developed for the second stage of the branding process — based on market research and analysis, produce, present and test concepts — creative images, messages and phrases, including possible taglines, that will resonate with intended audiences (both text and visual), across varied marketing mediums (print and electronic) and communicate UW-Green Bay’s distinctiveness. Included: demonstrated samples of how brand/images could be incorporated into UW-Green Bay’s marketing and student recruitment materials (viewbooks, mailers, etc., billboards, social media, other media for regional image development, alumni/donor pieces, and web design). Through this process, BVK, a “wildly creative “ marketing firm based out of Milwaukee, WI was selected from among 15 proposals, 8 finalists and five that were selected for oral presentations.

B. Core Branding Team

Using the Stamats research as its base, a Core Branding Team (Assistant Chancellor for Advancement, Bev Carmichael; Associate Provost for Outreach and Adult Access, Steve VandenAvond; Eric Craver, Director of Marketing and Recruitment; Mike Stearney, Dean of Enrollment Services; Pam Harvey Jacobs, Director of Admissions; Jen Jones, Assistant Director of Admissions, and Sue Bodilly, Director of Marketing) was established to lead the University through brand identification, development and launch. In the summer of 2012, the brand tagline “360° of Learning° was “born” and the definition of the 360° of Learning brand was developed.

Phase III – Brand Platform Development and Integration of Brand

A.  Elements of Brand Platform

1.  Definition of 360° of Learning

The solutions to challenging problems require a multi-dimensional understanding of the world — a 360° perspective. 360° of Learning at UW-Green Bay is a comprehensive educational experience that offers students multiple perspectives and viewpoints, through a purposeful interdisciplinary curriculum and connects students to exceptional faculty and internationally recognized scholars. (This was approved by the Core Committee and the Chancellor and presented to Faculty Senate).

360° of Learning is tied directly into brand attributes that emerged from the extensive research that Stamats completed.  It is fundamentally about two long-standing attributes of UW-Green Bay, one of which is problem-focused and the other of which is student-focused.

The 360° of Learning message:

  • Addressing problems from multiple perspectives, backgrounds and disciplines
  • Excellence in teaching
  • Engagement in applied learning experiences
  • Connections to internationally recognized faculty
  • A welcoming, friendly campus community

 B. Goals for final outcomes include:

  1. To increase enrollment of both traditional and non-traditional students
  2. Strategically position UW-Green Bay as a university of choice
  3. Position UW-Green Bay to recruit exceptional faculty, staff and administrators and raise UWGB’s academic profile
  4. Improve communication with UW-Green Bay key stakeholders (prospective students, parents, community, alumni, donors, faculty, staff and current students) and improve perception of UWGB among its many constituents
  5. Prioritize UW-Green Bay’s methods of brand delivery
  6. Streamline messages, providing operational cost savings
  7. Eliminate messages that do not strengthen UW-Green Bay’s refined brand
  8. Provide leadership for an integrated, unified marketing effort
  9. Enable and encourage UW-Green Bay to live its brand
  10. Connect with the Universities current and target prospective constituents: students (traditional and non-traditional) parents, donors, alumni and community.
  11. Engage and energize the University’s faculty and staff
  12. Enhance University loyalty and perceptions of the brand

C. Priorities

A. Integration of Brand

To focus on both internal and external relations, integrate brand awareness, and maximize reputation building of the University.

  • Internal integration of brand
  • Maintain consistent brand look and feel
  • Develop brand stories and strategy
  • Explain brand to external constituents, improved external relations

B. Development of the Chancellor's Branding Advisory Council

A Chancellor’s Branding Advisory Council has been established to carry out the immediate vision of the branding initiatives and to develop creative ways to implement the “charge.” 

  1. Through leadership, create stronger loyalty among key internal constituents by highlighting the fantastic teaching and learning that occurs in classrooms, labs, projects, research and outside of the academic arena (residence life, student life, etc.).
  2. Raise UWGBs academic profile using 360° of Learning as its platform.
  3. Take a leadership role and be a vocal champion in support of the brand and its attributes throughout the institution and its community.

C. Development of the Brand Implementation Team

The Branding Implementation Team will have responsibility for the hands on, direct marketing integration at the University, assuring that the 360° of Learning brand is in multiple creative executions, including but not limited to publications, online presence, facilities, merchandise, events and programming, etc.1. The Charge

  1. This Team will replace the Marketing Council and its focus for the next 18 months is brand integration and implementation. 
  2. This Team will meet separately from this Branding Advisory Council and will be convened on a monthly or “as needed” basis.
  3. This Team will help initiate, create, strategize and execute brand strategies and ideas.