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Saturday, Dec 20, 2014

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Branding OHIO through the Capital Campaign


Having a chance to position the institution with alumni, donors and prospects through a Capital Campaign is a unique opportunity to balance campaign goals with the institution’s existing strategic plan. Not only does a campaign help it become stronger through capacity building but it also helps the institution become better able to fulfill its mission.

When developing the theme and creative framework for the campaign, it was necessary to ensure that the overall approach fit with the University’s current brand personality. As an effective demonstration of how to build on the University’s brand equity with a message that resonates with our many stakeholders, we used elements of existing creative messages.

For example, the secondary logo for the campaign is based on graphic elements and typefaces used in the institution's signature identity. Additionally, the campaign theme, “The promise lives in you,” carries forward an established message the institution has adopted and enhanced since its first marketing efforts began.

Through brand-consistent messaging that builds on the theme of the University’s promise, you will soon see a variety of communications materials that will show the powerful connection between everyone who has experienced this special place called, OHIO.

April marks the full-on public launch of The Promise Lives Campaign. In preparation for this next campaign phase, University Advancement and University Communications and Marketing are working together to ensure that marketing associated with the $450 million effort aligns with and reinforces the University brand. What I’ve learned through this creative process is that, when we brand together, ideas come more easily, messages flow more naturally, pieces develop more cohesively, and the end result resonates more strongly with our audiences.

Building on our recognizable University brand has enhanced – and simplified – our work and the development of campaign brand guidelines. By continuing to tell stories of promise, we highlight the influence of private giving and make the case for support for the University’s colleges, units and campuses. Soon, you’ll find “promise lives” messaging across materials developed for the public launch phase: in collateral pieces and in correspondence, in videos and on the web.

Stay tuned and enjoy!

Jennifer Bowie
Executive Director of Development