Eastern Michigan University is moving closer to clarifying
its image.
Stamats, Inc., a higher education research and consulting
firm, has sent e-mails to 20,000 Eastern Michigan University
faculty, staff, students, alumni and donors, asking them
to participate in a brief and random survey to choose one
of five statements that best describes the EMU experience.
Stamats created the statements based on quantitative and
qualitative image research conducted since 2002. Based
on survey results, EMU will collaborate with Stamats to
create a brand tagline and launch its first brand campaign
in fall 2007.
But branding is much more than a tagline, said Theodore
G. Coutilish, associate vice president, Office of Marketing
and Communications.
"An effective brand distinguishes who you are as an organization,
what you stand for and stirs emotions," he said. "Branding
is about people, not organizations. It's about narrowing,
not about being everything to everyone. It's about your
reason for being. It's about presenting a clear voice in
a cluttered marketplace. Effective brands frame conversations
about an organization and provide a blueprint of where
it is going."
Brand goals are to clarify an image, increase visibility,
improve awareness, set EMU distinctively apart from competing
institutions, and create a flexible, relevant and memorable
brand. Objectives will be measured, in part, by positive
attitude shifts among key audiences.
EMU will launch the brand campaign internally in the Student
Center Ballroom Sept. 5 to help increase comfort level
among employees and students, and externally Sept. 7 on
the Paul W. Smith Show on WJR-AM 760.
The campaign will be supported by an integrated, strategic
and comprehensive marketing communications effort, helping
EMU stand out in a cluttered marketplace, where a growing
number of colleges and universities are advertising more
often.
The goal of the $1 million-plus marketing effort is to
inspire key audiences through integrated media relations,
grassroots marketing, publications, the Web and advertising,
including radio, television, billboard, signage and major
sports sponsorships. The effort also involves contracting
with the Torch Creative design firm to refine EMU's identity
system, including a new series of unified university and
athletic marks, typefaces and design grid.
EMU's colors (green and white) and athletics mascot (Swoop)
will not be changed.
"Strengthening our identity system will help improve the
quality, uniformity and effectiveness of communications
across the University," Coutilish said. "With an integrated
and updated look and feel of our communications, a refined
identity system will engender more confidence in our image
and reputation."
