Outlook

Education for Life - Reorganized University launches new branding campaign

Tuesday, October 11, 2011

“The Education for Life tagline communicates partnership. It underscores the university’s dedication to providing students with an education that goes well beyond the classroom.”

Damien Navarro
Cheif Visionary/Managing Partner
Earthbound Media Group

The quiet giant is evolving into the “new university.”

“Make no mistake. This is not the same university. We are reshaped and refocused. So much has changed, in fact, that we have a new story to tell,” President Earl H. Potter III told employees and students gathered Aug. 16 in Ritsche Auditorium for the start of the 2011-12 school year.

Potter unveiled the Education for Life branding campaign that promises to close the gap between external perceptions and on-campus realities.

“Unfortunately, our reputation — our brand — is not as good as we truly are,” said Potter. “We must do a better job of telling our story. We have not been ready to do that. We were unfocused and not sure of our way. With all of the work that we have done in the last four years and the work that is now underway, we are ready now to transform our story to match the reality of a St. Cloud State education.”

The multi-pronged storytelling effort will focus particularly on the benefits of reorganized academic offerings. More than 30 programs have been eliminated. Others have been expanded, downsized and restructured. Scattered academic offerings have been gathered together in new structures such as the School of Health & Human Services.

The Education for Life campaign is being developed with the input of stakeholders and the marketing communication expertise of Earthbound Media Group (EMG), Irvine, Calif.

“Many refer to us as a quiet giant, that we’re hiding our light under a basket, so to speak,” Potter said.

The basket is being lifted. The first blast of light is the nearly 40 refreshed stcloudstate.edu website pages launched in August.

“The new front page is more focused,” said Loren Boone, assistant vice president of marketing and communication. “We’re delivering fewer stories, but the method for delivering those stories is more compelling. The result will be more and deeper engagement.”

In coming months social media, billboards, recruiting materials, print advertisements and more will laud the new university’s strengths and describe academic systems committed to cross disciplinary teaching and learning.

A larger website redesign is expected in 2012.

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