• We’re here for your future. • You will do something great. • You belong here. • We build community. • Central at the center of a better future.
In addition to a new brand promise and core messaging, we will be adopting and implementing a new tagline that replaces “Learn. Do. Live” and “Welcome” with a new version that invites our campus community to live into our new brand. Through a series of tailored capacity-building educational sessions with campus marketing and communication stakeholders, Public Affairs will provide consultative and advisory support to assure the consistent adoption and implementation of CWU’s new brand anthem. In addition, and as Public Affairs develops campus-wide resources for utilization in marketing and communication deliverables (via http://www.cwu.edu/brand), Public Affairs will host two campus-wide summits designed to educate campus about what brands are and do; engage in collaborative and inclusive discussion with campus for feedback about the brand; and to share resources in living the We See Futures brand promise across the university. Further, Public Affairs will distribute a regular e-communication titled “Living Our Brand” that will a) educate campus about key branding concepts, principles, and high-impact practices; and b) provide updates on the implementation progress, timelines, and opportunities for campus engagement in the brand rollout. Finally, to assure the effective institutionalization of CWU’s brand, Public Affairs will form and host a CWU Brand Council composed of campus-wide communicators/marketers to provide advice, guidance, monitoring/assessment, and implementation/maintenance functions related to CWU’s brand. Built on a strategic, relational, and intentional partnership between Enrollment Management, Public Affairs, and Academic Affairs, Central has launched a short-term academic program marketing plan focused on 1) academic areas of interest; and 2) key programs of interest that appeal to prospective students and their families and will drive general brand awareness and direct student recruitment marketing. Three key strategies are guiding the execution of a short- and intermediate-term plan. They include: 1. Increase prospective student interest in CWU through intentional promotion of high demand academic programs and clusters. 2. Enhance the personalized connection to CWU by collecting accurate program information, sharing prospect contacts, and creating department landing pages on the Admissions website that drive tailored follow-up marketing through Slate and other direct outreach. 3. Elevate brand consistency and grow unit-level marketing capacity with marketing and communications liaisons and templates. The new website project is on track to launch in September 2023. The core team and BarkleyREI (BREI) have finalized mapping the information architecture. It will serve as the foundation for a recruitment focused sitemap that better serves our audiences and the cornerstone to which all the content and pages of the new website will align. We have secured a new Content Management System (CMS) built with a focus on solving higher education web content and governance needs.
3 Board of Trustees Minutes October 20-21, 2022
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