Drumroll, please.
A brand promise statement has been chosen for Eastern
Michigan's first-ever brand campaign. And, from that brand
promise, a distinct brand tagline that defines EMU will
be unveiled to the University community during an official
internal launch of the brand campaign Sept. 5.
The statement, "EMU's focus on education provides students
and faculty with a caring and practical learning environment
for personal and professional achievement," was chosen
from five potential brand promise statements created by
Stamats, Inc., a higher education research and consulting
firm.
"This statement was a clear winner among our four constituent
groups — students, employees, alumni and donors —in
importance, believability and distinctiveness," said Theodore
G. Coutilish, EMU's associate vice president for marketing
and communications.
Guess EMU's brand tagline
Guess the brand tagline that will be unveiled
to campus Sept. 5 to win an EMU varsity jacket.
Winner(s) will be announced as part of the brand
launch. Here are your clues: It's two words and
academic based. To make your guess or if you have
questions about the brand launch, send an e-mail
to branding@emich.edu |
The statement was chosen from more than 1,600 Web-based
surveys (out of approximately 20,000 distributed)
collected. Each group gave the statement the highest mean
scores in terms of importance and believability. Mean scores
for distinctiveness also rated high, either topping the
list or running a close second.
Without revealing too much, Coutilish said the brand tagline
derived from the statement is "academic focused" and consists
of two words.
That tagline will be unveiled to the University community
during the brand launch celebration, scheduled for 1 p.m.
Sept. 5 in the Student Center Ballroom. Don Loppnow, EMU's
provost and executive vice president,
is expected to give opening remarks. The internal brand
launch also will include giveaways and refreshments.
The external public branch launch, scheduled Sept. 7, will
include a news conference, airtime on "The Paul W. Smith Show" on
WJR 760 AM, and acknowledgment through scoreboard and public
address announcements at the Detroit Tigers-Seattle Mariners
game that evening. In addition, 10,000 EMU coupons will
be given away at the ballgame, Coutilish said.
"I do believe the EMU tagline is a starting point for
unifying the University," Coutilish said. "Its intent is
to integrate university communications and begin to differentiate
EMU from competing institutions."
In addition to the tagline being placed on campus light
poles and buildings, the tagline will be promoted through
radio and television advertising; placed on 21 billboards
and 12 SMART/AATA buses throughout southeastern Michigan;
on the back of 10 Coke trucks, EMU's soft drink provider;
and advertised on the scoreboards at Tigers' games and
during Detroit Pistons' games at The Palace.
"Our job is to clarify EMU's image, not build it. We know
who we are," Coutilish said.
