Identity Crisis to Record Enrollment & Alumni Giving | The JSU Story

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In 2012, a change in Jackson State University’s administration prompted them to look at their marketing with a fresh set of eyes knowing they wanted a quantum leap in the brand. The new administration saw a dated brand, inconsistent usage, and a series of disjointed, hard-to-navigate websites that made a poor first impression. They selected the team of vitalink (http://www.vitalinkweb.com) and AndiSites Inc. (http://www.andisites.com) to help with development of a new strategic marketing plan, updated brand platform and combining more than a hundred websites into one cohesive, branded jsums.edu. The result: Record student enrollment and alumni giving in a time when all but one other Mississippi university saw declines. How did JSU do it? The key was a research-based brand revitalization process that engaged stakeholders from day one. The process included secondary and primary research, including a comprehensive survey of multiple key stakeholder groups – from students, faculty, and alumni to community and business leaders. An independent analysis of the marketing and communications department showed strengths and weaknesses to address for a flawless brand rollout. A comprehensive style guide was created and training structured for consistent application of the new brand. Templates were created for video and printed pieces to ease department resources and present a cohesive look. Finally, action plans were created as part of a fully integrated brand development initiative and website rollout. The process encouraged feedback and stakeholder buy-in. A teaser campaign included outdoor advertising, signage on buildings, and social media, culminating in the introduction of the new logo at…drumroll please…halftime at a JSU home football game to the sounds of the school’s legendary band, the Sonic Boom of the South. Rollout continued with outdoor, social media, and the JSU Street Team building excitement with dorm “raids” and new logo item give-aways. Alumni were engaged in the process and persuaded to support their alma mater through a series of targeted communications. The end result: a brand that demands attention and encourages action. This case study was presented at the 2014 American Marketing Association Symposium for the Marketing of Higher Education by Jeanne Frazer, Andrea Ferguson and David Hoard.

Transcript of Identity Crisis to Record Enrollment & Alumni Giving | The JSU Story

Identity Crisis to Record Enrollment & Alumni Giving

Andrea Ferguson David Hoard Jeanne Frazer

AndiSites Jackson State University vitalink®

David Hoard Jeanne Frazer Andrea Ferguson

Jackson State University vitalink® AndiSites

Client Partner Brand Development Website Development

Meet the Team

2009: A year of turmoil…

3 years of enrollment decline

Low morale

Slow rebound from recession

Limited marketing dollars

JSU president resigns

David Hoard | Jackson State University

Leadership and a new beginning…

Accountability

Performance

Excellence

Customer Service

David Hoard | Jackson State University

100 students = $1M

David Hoard | Jackson State University

Marketing = Investment

Jackson State in Midst of All-Time Great HBCU Branding Campaign.

“If branding, or lack thereof at historically black colleges is at crisis level,

Jackson State University must not have gotten the memo.

In the last nine months, the university has changed its logo, redesigned its

website, (and) made national headlines…”

~ hbcudigest.com article

http://hbcudigest.com/jackson-state-in-midst-of-all-time-great-hbcu-branding-campaign/

Jeanne Frazer | vitalink®

Jeanne Frazer | vitalink®

Jeanne Frazer | vitalink®

http://www.vitalinkweb.com/university-brand-revitalization/

http://www.vitalinkweb.com/university-brand-revitalization/
http://www.vitalinkweb.com/university-brand-revitalization/
http://www.vitalinkweb.com/university-brand-revitalization/
http://www.vitalinkweb.com/university-brand-revitalization/
http://www.vitalinkweb.com/university-brand-revitalization/
http://www.vitalinkweb.com/university-brand-revitalization/

Jeanne Frazer | vitalink®

http://www.vitalinkweb.com/solutions/strategic-marketing-research/

http://www.vitalinkweb.com/solutions/strategic-marketing-research/
http://www.vitalinkweb.com/solutions/strategic-marketing-research/
http://www.vitalinkweb.com/solutions/strategic-marketing-research/
http://www.vitalinkweb.com/solutions/strategic-marketing-research/
http://www.vitalinkweb.com/solutions/strategic-marketing-research/
http://www.vitalinkweb.com/solutions/strategic-marketing-research/

I have something to say

Jeanne Frazer | vitalink®

Tease Campaign

JSU Building Banners

Outdoor Billboards

Sonic Boom!

Dorm Raids

Social Media

Brand Rollout

Jeanne Frazer | vitalink®

1,830 Facebook Likes

Jeanne Frazer | vitalink®

Nurturing

Diverse

Friendly

Family

Pride

Community Service

History

Technology (iPad Initiative)

Jeanne Frazer | vitalink®

Jeanne Frazer | vitalink®

“Happy”

David Hoard | Jackson State University | Jeanne Frazer | vitalink® | Andrea Ferguson | AndiSites

http://youtu.be/6fTIEJ2P5Bg

http://youtu.be/6fTIEJ2P5Bg
http://youtu.be/6fTIEJ2P5Bg

The Website

Andrea Ferguson | AndiSites

Research

Simplification & Consistency

Brand Integration

IT & Infrastructure

Maintenance & Administration

Andrea Ferguson | AndiSites

The Website

Andrea Ferguson | AndiSites

Research

Andrea Ferguson | AndiSites

Simplification & Consistency

Andrea Ferguson | AndiSites

Brand Integration

Host ourselves or host externally?

Manage it ourselves or hire someone?

What about backups?

What about failovers?

What’s the worst that could happen?

Andrea Ferguson | AndiSites

IT & Infrastructure

Andrea Ferguson | AndiSites

Maintenance & Administration

Andrea Ferguson | AndiSites

Free and easy…

1. Look at your analytics; ask around for insights.

2. Simplify & streamline your navigation.

3. Add dramatic photography & video.

4. Cut content that’s old or irrelevant.

Andrea Ferguson | AndiSites

Worth the investment… 1. Responsive design 2. Consistent, contemporary look-and-feel 3. Proper research to define your goals & see how

people are actually using your site 4. An easy-to-use Content Management System

Where Are We?

David Hoard | Jackson State University http://youtu.be/2vDmDQKQKZQ

http://youtu.be/2vDmDQKQKZQ
http://youtu.be/2vDmDQKQKZQ

David Hoard | Jackson State University

Alignment

Leadership

Results-oriented

One JSU focus

Vendor dialogue

Keys to Success

Enrollment - increases 6 straight semesters

Giving - up 3 consecutive years

Morale and awareness up

JSU App from 0 to 30k users

David Hoard | Jackson State University

The Culmination…

Questions & Answers

David Hoard Jeanne Frazer Andrea Ferguson

dwhoard59@gmail.com jeanne@vitalinkweb.com andrea@andisites.com

336.404.3090 919.850.0605 919.704.4683

www.linkedin.com/in/jeannefrazer/

http://www.linkedin.com/in/jeannefrazer/
http://www.linkedin.com/in/jeannefrazer/

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