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The Branding Process

Excavating Our Brand

  • NIU needs to develop and "own" our own brand identity
  • Must be authentic and represent the real experiences NIU offers
  • Best brands are also aspirational – illustrate what NIU can be

Goals

Status Update

  • Extensive surveys and focus groups were conducted with faculty, staff, students, alumni, guidance counselors, parents and prospective students to identify a tagline for the university.
  • Marketing and Branding Subcommittee established with representation from every college and major department (Foundation, Alumni Association, Athletics included)
  • Advertising Committee established (Foundation, Alumni Association, central administration creative staff, communications staff in COB and COL)
  • Branding exercise developed for use with every group – objective is to surface words and phrases that resonate with all stakeholders
  • Extensive review of all previous branding/ marketing/ planning documents, including student surveys, strategic plan, college & department branding materials, mission statement, Baccalaureate Review documents, graduate satisfaction studies, etc.
  • Extensive research into the attitudes and opinions of all our stakeholders: students (current and prospective), parents, alumni, faculty, staff, coaches, high school counselors, etc.