Identity Crisis to Record Enrollment & Alumni Giving | The JSU Story
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Identity Crisis to Record Enrollment & Alumni Giving Andrea Ferguson David Hoard Jeanne Frazer AndiSites Jackson State University vitalink ®
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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
Jeanne Frazer | vitalink®
Jeanne Frazer | vitalink®
Jeanne Frazer | vitalink®
http://www.vitalinkweb.com/university-brand-revitalization/
Jeanne Frazer | vitalink®
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
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
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
[email protected] [email protected] [email protected]
336.404.3090 919.850.0605 919.704.4683
www.linkedin.com/in/jeannefrazer/
