Phase III: Branding Toolbox and final rollout
The lead positioning statement, campaign messages and visuals will be created as well as, materials, brand talking points and style guide.
University-wide brand rollout
Fall 2013
Full implementation of new campaign will begin and style guide/brand guidelines will be updated
July 2013
New Undergraduate Admissions materials will be created to reflect the new campaign
May & June 2013
Two visual concepts including new marketing campaign presented to university community for feedback
May 2013
Visual concepts created
April 2013
Brand Narrative finalized
March 2013
Phase II: Refined Opportunity Spaces
Three working models will be developed to create rich articulation of the Ashland University brand equity promise.
Branding Initiative site 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
Presentation of two working models to university community
September 27, 2012
Presentation to Cabinet on the three working models
September 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
Discover Phase Marsh Brand Partners conducts environmental scan, communications materials review, industry trends, etc.
June-July 2012
Marsh Brand Partners Selected
May 2012
Request for Proposal for Branding Initiative
April 2012
