Project Timeline

The Branding Initiative is a journey and there is no set timeline for the project to be complete.
We do hope to have it completed by the end of this calendar year.

Request for Proposal for Branding Initiative
April 2012

Marsh Brand Partners Selected
May 2012

Discover Phase
Marsh Brand Partners conducts environmental scan, communications materials review, industry trends, etc.
June-July 2012

Phase I: Core Positioning Development
This phase was intended to create positioning ideas based on needs, trends and insights.

Collaboration with Marsh and the President's executive cabinet in a "molecule" development session yielded three working models
August 2012

Phase II: Refined Opportunity Spaces
Three working models will be developed to create rich articulation of the Ashland University brand equity promise.

Presentation to Cabinet on the three working models
September 2012

Presentation of two working models to university community
September 27, 2012

Website Branding Initiative 2012 will be updated to include the two working models. University community is encouraged to provide feedback via blog commenting and surveys.
September 27-October 20, 2012

Phase III: Branding Toolbox (Unifiers & Differentiators, Templates, and Style guide)
The lead positioning statement and visuals will be refined in the form of a branding toolbox complete with strategic communication matrix. This matrix will help to guide others in the brand message and all other equity elements.
Dates TBD

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