Sunday, May 20, 2018

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Brand Guides

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Illustration by: University Communications and Marketing

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Regional campuses embrace new brand position

'Imagine your possibilities' celebrates community connections

As part of the university-wide branding initiative, University Communications and Marketing (UCM) has been working to establish a revitalized brand for OHIO that will resonate with its key audiences.

After convening at a Regional Campus Brand Summit last fall, the collaborative work of 15 individuals appointed by Regional Campus Deans worked to establish a more consistent approach to how each regional campus conveys the Ohio University experience while honoring the uniqueness of each campus and local community.

With leadership from UCM, the process to decide upon a new brand position was inclusive of individuals from student services and marketing with opportunities for input from a variety of constituents along the way. The framework for the brand promise of Ohio University's regional campuses is centered on inspiring students to transform not only themselves but also their community.

Christine Shaw, Zanesville Campus public relations, interim director of continuing education and Marketing Advisory Council representative says that the new theme line is "specific enough to tie to the 'it's you' brand, but subtle enough to adapt to the unique partnerships and collaborations found in the communities we serve."

In Chillicothe, students find it appealing that they can receive an Ohio University education in their local community. In addition, Jack Jeffrey, coordinator of communications for the Chillicothe Campus, says that a new 'Alumni Spotlight' ad campaign has been initiated to highlight the accomplishments of former students in adding to the vitality of the region the campus serves.
In Lancaster, they are telling the stories of students who imagined their possibilities and changed their lives and their community on their website [http://www.ohio.edu/lancaster] and materials have already been launched on the campus, including program brochures and a new viewbook, which follows a template designed especially for each regional campus to tailor to their respective needs. Billboards are being changed around the region as well.

According to Cheri Russo, communications and marketing manager for the Lancaster Campus, "Because of the vital role the Lancaster Campus and Pickerington Center play in providing access to education in Fairfield County and the surrounding area, 'imagine your possibilities' really captures the essence of what our campus does for the students and the community every day.