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Transcript of Project book week two
Taking A University Nationwide
TA
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CONTENTS
1.0 Research
1.1 Research Paper 08
1.2 Company Overview 10
1.3 Demographics 12
1.4 References 13
1.5 Creative Brief 14
2.0 Creative Development
2.1 Competive Survey 18
2.2 Mood Board 20
2.3 Logo Development 22
2.4 Print Media 24
2.5 Website 26
4.0 Solutions
4.1 Signage 50
4.2 Bil l Board 51
4.3 Bus Wrap 52
4.4 Promotional Items 53
4.5 Print Ads 54
3.0 Style Guide
3.1 Introduction 34
3.2 Capstone logo 35
3.3 Clear Space 35
3.4 Color 36
3.5 Typography 37
3.6 Tag line 38
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1.0
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2.0
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4.0 Solutions
4.1 Signage 50
4.2 Bil l Board 51
4.3 Bus Wrap 52
4.4 Promotional Items 53
4.5 Print Ads 54
3.0 Style Guide
3.1 Introduction 34
3.2 Capstone logo 35
3.3 Clear Space 35
3.4 Color 36
3.5 Typography 37
3.6 Tag line 38
Successis the achievement
of an idea
1.1 Research Paper 08
1.2 Company Overview 10
1.3 Demographics 12
1.4 References 13
1.5 Creative Brief 14
1.0Research
1.1
Res
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Abstract Stevens-Henager College was established in 1891 and is one of the oldest colleges in Utah. It is a highly respected college that offers Associate, Bachelor’s, and Master’s degree programs in a variety of career fields. The college has been very successful in the Utah, Idaho, Colorado and California markets, and is ready to expand into a nationwide university system. This campaign is about re-branding Stevens-Henager Colleges into one brand, with a Unique Selling Proposition that will set them apart from competing schools as they grow into a nationally recognized brand. The college is presently set up as four separate brands: Stevens-Henager College in Utah and Idaho, College America in Colorado, Community College San Diego in California, and Independence University as the online campus.
Due to the four separate brands in different markets, this creates a weak marketing position in each market and a need for a strong unified brand that the public can relate to.Because of the public perception that the individual campuses are local colleges only, this limits the ability to grow the corporation into a nationwide presence. This also limits each campus’s ability to reach its full student capacity and to send the desired message to the public.
The college is ready to create one name that will unify the brand and emotionally connect with the public, to transition from a regional college into a nationally recognized university, to develop a unique selling proposition that will set it apart from its competitors and to create a comprehensive marketing campaign.
One Unified Name
The current brand Founded in Ogden, Utah in 1891 as the Intermountain Business College, Stevens-Henager College has the distinction of being one of the oldest colleges in the country. The school has undergone a number of name changes and has evolved into a multi-campus school with branches across the states of Utah and Idaho. The owner of the college has two other colleges, College America in Colorado and Community College San Diego in California. All three schools use a fourth name, Independence University to present their online degree programs. The corporation uses all four names as one administrative entity, but in the mind of students and the public they are separate colleges. This gives the wrong perception that they are a small local college and weakens the market position they could create.
1.1 Research Paper
1.1
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1.0
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2.0
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The importance of a unified brand
You can be the very best in the world at your business, but if no one knows it, your business will fail. The goal of branding is to create an emotional tie with the public that will help them choose your company over the competition. Marketing experts convince businesses to spend millions of dollars every year to build successful brand strategies that make their business look better than its competition. A great brand becomes part of society that is recognized and loved by the consumer because it offers a product that meets their needs and improves their life.
In a case study by B2B International Business, commissioned by one of the United Kingdoms largest universities they did a brand positioning study to determine why students choose one college over another. “The research showed that the choice of a university as a place to study has as much to do with emotion as it does with logic. Therefore the brand of the University is a key driver in the choice. However, not many universities have actively managed their brands. Their brands have just grown rather than been shaped or managed.” (Brand Positioning Research, B2B International)
The psychological needs of the consumer require them to find a university that offers then the best benefit for their money and one they can be proud to graduate from.
Stevens-Henager College College America Utah Colorado Idaho Arizona Wyoming
The three key rules of marketing are brand Identity, brand recognition, and brand Loyalty.
The Goal of Branding is to create an emotional tie with the public.
“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” - Tom Chappell, Tom’s Of Maine
A great brand becomes part of society that is recognized and loved by the consumer because it offers a product that improves their life.
California College San Diego Independence University California On-Line for all
1.2
Co
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Stevens-Henager College Stevens-Henager College was founded in Ogden-West Haven, Utah, in September 1891 by Professor J.A. Smith as the Intermountain Business College. The College’s purpose was to teach commercial subjects and place graduates in business positions. The College was known over the following 68 years as Smithsonian Business College, Moench University of Business, and Ogden-West Haven Business College. In 1959 the name was changed to Stevens-Henager College. The main campus is in Ogden-West Haven, and branches were established in Provo, Utah, in June 1978; Salt Lake City, Utah, in August 1999; Logan, Utah, in October 2001; and in Boise, Idaho, in April 2004.
Today, Stevens-Henager College is known for its high educational standards. Academic majors are designed specifically to meet the changing trends and requirements of the business and medical employment markets. Business, technical, and medical leaders have come to recognize Stevens-Henager graduates for their superior training and their outstanding professionalism.
College America In 1998, CollegeAmerica became a degree-granting school in Northern Arizona, offering Associate degrees in Computer Technology, and Business Management.
In 2002 the college added the Medical Specialties program. and started offering a Bachelor Degree in Computer Science, Business, and Accounting.
CollegeAmerica has campuses in Flagstaff and Phoenix Arizona and since 2000 have established campuses in Fort Collins and Colorado Springs, Colorado. Colorado. A Branch campus in Cheyenne, Wyoming opened in February 2005.
Today, CollegeAmerica is known for its high educational standards. Academic majors are designed specifically to meet the changing trends and requirements of the business and medical employment markets. Business, technical, and medical leaders have come to recognize CollegeAmerica graduates for their superior training and their outstanding professionalism.
COLLEGEAMERICAEstablished 1964
1.2 Company Overview
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California College San Diego Prior to moving to California in April 1976, CCRT(California College for Respiratory Therapy was located in Phoenix, Arizona, and was known as the Scottsdale Education Center, Upon moving to California, Scottsdale Education Center became California College for Respiratory Therapy and operated in San Diego from 1977 to 1980, CCRT changed its name in 1983 to California College for Health Sciences (CCHS).
In May 2003, the College was purchased by California College, Inc. and became the newest member of a family of schools that includes the Stevens-Henager Colleges in Utah and Idaho and the CollegeAmerica schools in Colorado, Wyoming, and Arizona. At that time, the name of the institution was changed to California College San Diego.(California College San Diego),
Independence University
Founded in 1978 as California College for Health Sciences and now known as Independence University, our institution has dedicated itself for more than 30 years to providing distance education to working adults. In 2005, CCHS became Independence University, a name that more accurately reflects the institution’s broader range of programs and its philosophy that education should lead to greater independence.
In 2010. Independence University merged with it’s affiliatedinstituition, Stevens-Henager College becoming a Branch.
1.3
Dem
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1.3 Demographics
Utah is demographically unique among states for a variety of reasons. The state’s population is younger and lives longer, has a higher number of persons per household than the nation as a whole. A hallmark of Utah’s demographic profile - is its rapid rate of population increase.
Education is a high priority for Utah residents and College-educated workers are reaping the benefits of a strengthening job market.
The National High School Graduation rate is 70.1% with 63.3% of high school graduates going on to higher education degrees straight from high school.
59.3%
Population ages 18-64
By going to college, graduates open up many more opportunities in the workplace that they wouldn’t have had with just a high school education. While the financial burden of going to college is high on students, the overwhelming majority will see a huge return on their investment which makes going to college more than worthwhile. Statistics for college graduates change regularly each year, as well as the cost of getting a college education. The costs associated with getting a college education have increased greatly in recent years, but students nearly always still see a positive return on investment.
It is well known that on average the extra earnings a college graduate will receive far outweighs the tuition fees and all the other costs. On average college graduates earn around double the amount as high school graduates, again showing the advantage of getting a Bachelors degree.
High school graduates - $1.2 million during their lifetime.
Bachelors degree holders - $2.1 million during their lifetime. (Statistics On College Graduates)
1.4
Ref
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1.4 References
Quick Fact Check for Utah
* Median age of the population 28.4 years
* % Population ages 18-64 59.3% 18-24 14.2% 25-44 28.1% 45-64 17.0% * Medium age of workforce 36.2 years
* % of population ages 18-64 employed 64.7%
* Unemployment rate of ages 18-64 6.8%
* Population with High School Diploma 85.1%
*Population with a Bachelors degree 22.3%
2010. College America Services Inc., Grand Strategy Planning Assignment, Eric Juhlin
Wheeler, A. (2009) “Designing Brand Identity: An Essential Guide for the Whole Branding Team.” Third editionNew Jersey: John Wiley & Sons, Inc.
Mind Tools (2010) SWOT Analysis, http://www.mindtools.com/pages/article/newTMC_05.htm
NCHEMS Information Center for Higher Education Policymaking and Analysishttp://www.higheredinfo.org/dbrowser/index.php?submeasure=327&year=2005&level=nation&mode=map&state=0
Alliance for Excellent Education, Understanding High School Graduation Rateshttp://www.all4ed.org/publication_material/understanding_HSgradrates
Statistics On College Graduates, http://www.importanceofcollege.com/statistics.html
1.5
Cre
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1.5 Creative Brief
BRAND NAME: Stevens-Henager College, College America, California College San Diego, and Independence University.
MISSION STATEMENT:The Colleges are dedicated to helping students graduate and get a much better job sooner.
TARGET AUDIENCE:Males and Females ages 18-64Education: High school and abovePeople who want to pursue education as a way to better their life and want to focus on career development.
POSITION STATEMENT:Stevens-Henager College, College America, California College San Diego, and Independence University are reginal career colleges owned and operated by one corporation with campuses in Utah, Idaho, Colorado, California, Arizona and Wyoming. They have established name recognition in those states but realize the weakness that is created by having four names instead of one unified brand name. UNIQUE SELLING POINTS:The four colleges are career colleges that focus on preparing students for employment. Each student receives a labtop computer to help with school work that is an excellerated program so that the student qualifies for employment sooner.
Degree programs are built to meet the needs of busy day or evening students with classes available on campus or online to meet student needs
THE GOAL OF THIS PROJECT:To take the four colleges and create a new unified brand name and marketing strategy that will turn the colleges into a Nationwide University.
WE WANT TO EVOKE THE FOLLOWING FEELINGS AND IDEAS
Quality- We provide a better EducationPrestige-A degree from this instituition is worthwhile and will be beneficial when looking for a job.Efficiency- The student will complete a degree sooner than at a traditional college.Clarity- Be clear in our message so the university can quickly build brand loyalty and recognition.
4 Colleges
13 Campuses10,000
students
The Colleges are dedicated to helping students graduate and get a much
better job sooner.
CULTURE & VALUES
The college succeeds by helping its students achieve success
in career oriented programs that culminate in satisfactory career placement
The values are:
Integrity, Knowledge, Excellence, Work, Service, Persistence, Focus, Passion
1.5
Cre
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CULTURE & VALUES
The college succeeds by helping its students achieve success
in career oriented programs that culminate in satisfactory career placement
The values are:
Integrity, Knowledge, Excellence, Work, Service, Persistence, Focus, Passion
VISION
To be a nationwide university
for students seeking a better life
through education and training
by having the best degree programs,
the most effecient delivery systems,
and the best faculty
Stronger
UnifiedBrand
Build a
We Are Dedicated To Helping
Our Students Achieve Success
“The person who gets the farthest is generally the one who is
willing to do and dare”. -Dale Carnegie
2.0Creative Development
2.1 Competetive Survey 18
2.2 Mood Board 20
2.3 Logo Development 22
2.4 Print Media 24
2.5 Website 26
2.6 Motion Graphic 28
2.1
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The Competition
The SWOT analysis for Stevens Henager college shows
that they have a strong presence in the markets that they
are in. They have viable programs that meet the needs of
students and employers within their markets. As they grow
and develope into a university system it will be vital that
they create a marketing plan and new logo that represents
and promotes their strengths and unique educational
products.
Stevens Henager College is losing market share due to
being out sold in marketing material by its compitition
and will need to develop a strong brand awareness to the
community and businesses within its geographical areas of
interest.
The greatest areas of growth lie in developing on-line
programs that can be marketed nation wide and in building
business partnerships that will ensure that students and
businesses can be matched for employment needs.
SWOT Analysis
Goal 1
Analyze the current branding for Stevens-Henager
College, College America, California College San Diego,
and Independence University to asses the need for a name
change that will unify the four Colleges.
Goal 2.
Create a new brand name that will unify the four colleges
and increase the brands strength as a National University.
Design a branding strategy that will quickly create brand
awareness and recognition as it transitions from the
current brand to the new brand.
2.1Competetive Survey & SWOT
13 Campuses in 4 states
10 thousand students
Strong staff and faculty
oldest and best establish career college
Financially strong
Good reputation
Weak marketing plan
Slow to develope anon-line program
Slow to respond tomarket needs
Need to develope community businesspartnerships
Expensive tuition
classroom space
Strengths Weaknesses
2.1
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SWOT ANALYSIS SUMMARY
The SWOT analysis for Stevens Henager college shows
that they have a strong presence in the markets that
they are in. They have viable programs that meet the
needs of students and employers within there markets.
As they grow and develope into a university system it
will be vital that they create a marketing plan and new
logo that represents and promotes their strengths and
unique educational products.
Stevens Henager College is losing market share due to
being out sold in marketing material by its compitition
and will need to develop a strong brand awareness to
the community and businesses within its geographical
areas of interest.
The greatest areas of growth lie in developing on-
line programs that can be marketed nation wide and
in building business partnerships that will ensure
that students and businesses can be matched for
employment needs.
Action 1
Rebrand Stevens-Henager College, College America,
California College San Diego, and Independence
University into one National Brand University.
Action 2
Develop a national branding campaign that will build
recognition and loyalty for the new University.
On line education programs
New programs thatmeet market needs
Developement of community businesspartnerships
New campuses that open markets
Growth due toeconomic needsof the unemployed
Department of Education rules thatfavor public colleges
Economic disasters Media bias
Title 4 money beingwithdrawn from government
Changing technology
Unemployment
Opportunities Threats
2.2
Mo
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Bo
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2.2 Mood BoardStevens-Henager CollegeRebranding CampaignTim Miller
Stevens-Henager College, College America, California
College San Diego, and Independence University are
reginal career colleges owned and operated under one
corporation. They are perceived as small reginal schools,
and not a cohesive brand. The absence of a unified brand
identity creates a market weakness that drives many
students to choose other educational instituitions and
have prevented the brand from growing into a strong
unified brand. The campaign project will unify the four
separate brands and created one unified brand named,
Capstone University.
The Capstone University brandmark is an arch with
a red center stone that capitalizes on the concept of
education being like a capstone in architecture, it is the
crowning piece of an arch, the center stone that holds
the arch together. Capstone University will play a similar
role in providing the strength and direction a student
needs to gain career, personal, finanancial, and other
lifelong benefits.
The new brand name and supporting materials
will reinforce the value of education as a crowning
achievement in the life of the student. The campaign
will refocus the brand as a nationwide university,
expand campus and online programs, and increase the
student populations in an effort to increase revenue.
4 Current logos
Proposed logo
C M Y K R G B L A B
0 100 61 43 152 0 46 32 55 21
0 0 0 100 0 0 0 0 0 0
Pantone Process Black C
Pantone 202 C
Color Pallette
C M Y K R G B L A B
56 54 70 37 89 82 65 36 0 11
0 0 0 0 255 255 255 100 0 0
29 27 38 0 184 174 156 72 1 10
92 54 34 11 4 99 128 38.3 -17 -24
Secondary Pallett
2.2
Mo
od
Bo
ard
C M Y K R G B L A B
0 100 61 43 152 0 46 32 55 21
0 0 0 100 0 0 0 0 0 0
C M Y K R G B L A B
56 54 70 37 89 82 65 36 0 11
0 0 0 0 255 255 255 100 0 0
29 27 38 0 184 174 156 72 1 10
92 54 34 11 4 99 128 38.3 -17 -24
Secondary Pallett
Typography
Capstone University
Gill Sans was designed to function equally well
as body or display text. The logo is designed
in this typeface because of it’s ability to be
easily read. Body text will use the typeface
Adobe Caslon Pro which is an ols style serif
font that shares the characteristics of Dutch
Baroque types.
TOOL BOX
Gold Gradient MapPosition C M Y K0.562 2 20 94 025.28 0 0 25 059.55 20 40 96 787.7 0 7 51 8100 0 0 25 0
2.3
Logo
Dev
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2.3 Logo Development
A Critical Starting Point for logo development is a well
defined brand. The logo is not the brand but acts as
the introduction and face of the brand. The first step
in designing a logo is to clearly define the brand and
to develop the logo with everything else the company
represents. The logo should reflect the essence of the
brand based on its position in the marketplace, the brand
promise, and what the business stands for and believes in.
The Capstone University logo was designed to capture
the brand essence in several ways:
• The logo was designed to be simple and readable. The
viewer should immediately be able to understand the
brand through the mark itself. The challenge is to create
a logo that is simple and immediate without being boring
or institutional.
• The logo should convey a sense of the personality of the
brand. The typography, the symbols, the shapes, and the
color palette all communicate the brand behind the logo.
• The logo should express the appropriate tone and
voice that articulates the brand strategy. The Capstone
University logo becomes the face of the brand and creates
a reputation that builds brand recognition and loyalty in
the marketplace.
• The logo should be flexible and work well on a wide
variety of mediums—not just on letterhead and business
cards. It should work in all mediums, on light or dark
backgrounds, large or small formats, web, and full-color
printing.
• The Capstone University logo was designed to look
different than other logos—especially with other colleges
and universities who share the same marketspace or target
audience. The goal was to strengthen the organization’s
uniqueness and to create a style that would present a face
to the brand that would capture the brands essence.
UNIVERSITY
UNIVERSITY
CAPSTO NE
CAPSTONE
UNIVERSITY
UNIVERSITY
U N I V E R S I T Y
2. Comps
1. Thumbnails
U N I V E R S I T Y
3. Final Selection
1. Clear
2. Bold
3. Unique
4. Sophisticated
A Brand That Endures
Color ChoiceBlack is authoritative, powerful and
more sophisticated.
Red is recognized as a stimulant, and
is inherently exciting. It creates energy
and as an accent can immediately focus
attention on a particular element. The
color red increases enthusiasm and
encourages action and confidence in
the University.
Gold symbolizes wealth used wisely,
but it is also the symbol of good health.
It symbolizes wealth and success.
2.3
Logo
Dev
elo
pmen
t
2.4
Pri
nt M
edia
2.4 Print Media
Print media is considered to be one of the most effective
and best form of advertising in the industries today.
Capstone University will be able to use print media to
reach it’s target audience with a wide array of options,
such as direct mail, newspapers and magazines.
Advantages of Print Media
One of the advantages of using newspapers and magazines,
is that they have a loyal readership. If you are targeting a
particular geographical area, you can advertise Capstone
University programs and events in order to create interest
and build brand recognition. This form of advertising
makes it easy to control your advertisng budget, size of
the advertisement, and time frame for the ad to run.
Diresct Mail is a great way to advertise because it enables
you to engage directly with the audience - whether they
are prospective students or existing students. Most people
look forward to receiving their daily mail and a postcard
from Capstone Universty is an easy affordable way for the
university to advertise and recruit new students. Direct
Mail offers these benefits:
It’s targeted
Direct Mail can focus on an individual or a small geographic
area that are more likely to respond to your offer.
It’s personal
Direct Mail can address the customer by name, speak to
them individually, and appeal to their interests. And when
customers feel that you understand their needs, they’re
more likely to respond.
It’s flexible
From letters to postcards to brochures, direct mail is
an inexpensive and easy way to create brand awareness
into a campaign. You can get your audiences attention by
including a special offer or free sample in the envelope.
It’s a Physical reminder
Direct Mail allows you to physically place your message
in the hands of your target audience and encourages
interaction. A powerful call to action can make an
unforgettable impression.
It’s measurable and cost effective
Advertising budgets are sometimes hard to track to
determine their effectiveness. Direct Mail gives you an
easy way to track the success of your campaign. Counting
the inquiries you receive directly as a result of the mailers
makes it easy to analyze your results,
2.4
Pri
nt M
edia
Personalised
Measurable
Confidential
Cost Effective
DirectMail
One-to-one, Targeted and Relevant
Track ROI, Return on Investment
Allows perspective students tolearn about the school at home
Lower Cost Per Piecethan other media
Target Perspective Studentsand motivate them with special offers
Brochures
Banners
Flyers
Capstone University Print Campaign
Direct Mailers
Newspaper
Magazines
Posters
2.5
web
site 2.5 Website
The Capstone University website is designed to establish
an internet presence and becomes a main line of
communication between the university and its customers.
The technical, aesthetic and functional criteria for the site
focuses on the user and is designed as a portal to provide
information, support, and motivation to choose Capstone
University over a competitor.
The website continues with the look and feel of the
campaign to create continuity and becomes an extension
of the current advertising campaign. One of it’s main goals
is to enhance Capstone Universities professional image
and to create a favorable impression with users. As a new
brand, Capstone University will need to quickly establish
public awareness of the brands name to strengthen it’s
position in the industry.
A university website is not just a portal for information
but becomes a powerful tool for admissions and customer
service to find new perspective students. With a strong
call to action customers will call you to learn more about
opportunities at Capstone University.
Main Goals:
To build brand awareness.
To inform users.
To build a community.
To reduce support and customer service costs.
To reach a broad audience with a message.
To attract new students.
To attract attention.
To build trust.
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GraduateStudies
Programs
2.5
web
site
About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education
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ADMISSIONS
Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education
PROGRAMS
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studeis
ABOUT CAPSTONE UNIVERSITY History Locations Mission statement From the President Capstone Facts Testimonials
ON CAMPUS
M aps C apstone Virtual Tour A rts & Events C ampus Calendar N ews & Media V isiting Capstone
TESTIMONIALS VIDEOS PICTURES
!
Find out how you canstart your new career
today by calling an admissions counselor at
(801) 375-5455 or visit our web site at
capstoneuniversity.edu
TESTIMONIALS VIDEOS PICTURES
Make a Choice Today That will ForeverChangeYour life!
Aid News & Events Undergraduate Studies Graduate Studies Online Education
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History of Capstone University
Capstone University was founded in Salt Lake
City, Utah, in September 2010 as a result of
combining Stevens Henager College, College
America, Independence University, and
Community College San Diego. The
Universities purpose is to teach subjects that
place graduates in a position to find employment
opportunities and learn life long skills.
The history of the four combined schools make
it one of the oldest and most respected schools in
Utah and the North West.
Today, Capstone University is known for its
high educational standards. Academic majors
are designed specifically to meet the changing
trends and requirements of the business and
medical employment markets. Business,
technical, and medical leaders have come to
recognize Stevens-Henager graduates for their
superior training and their outstanding
professionalism.
Our Mission
At Capstone University, our mission is to provide the real-world knowledge and skills necessary to start a career in today's marketplace. We strive to ensure that our students achieve success in our career training programs and that their success will culminate in entry-level or mid-level employment or advancement in their current career field. We do this by assisting our students through the practical challenges encountered in the workplace and providing them with degree programs that can help them gain a greater understanding of their field, so they can achieve a rewarding career.
What Sets Us Apart
Capstone University takes pride in offering career educational programs in a convenient manner that meets the needs of today's busy adult. Instead of having to wait for a new semester to start as you would at a traditional college, we offer monthly starts so you can begin—and finish—your degree plan quickly. You can also choose from online, on-campus, and hybrid programs that fit your lifestyle, and you can take advantage of the exceptional assistance you'll receive every step of the way, from enrollment to graduation and beyond.
ADMISSIONS
Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education
PROGRAMS
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies
ABOUT CAPSTONE UNIVERSITY
History Locations Mission statement From the President Capstone Facts Testimonials
ON CAMPUS
Maps Capstone Virtual Tour Arts & Events Campus Calendar News & Media Visiting Capstone
TESTIMONIALS VIDEOS PICTURES
About Capstone Financial
About Capstone Financial Aid News & Ev n
Search Go
Degree Program s
A strong education gives you the knowledge
and skills to succeed. But above all, it gives
you the opportunity to help your family and
your community — as well as giving you the
opportunity to have the kind of life and career
you’ve dreamed of having. Education always
pays, because it’s an investment in you.
Capstone University helps you get started by
offering the in-demand degrees and programs
to get you to where you want to be.
The road to success starts with our high-–value,
accelerated* programs in Business, Healthcare,
Graphics or Computers. If you want a fast
track, career–specific education, choose
Capstone University.
Healthcare Programs
Bachelor of Science in Healthcare AdministrationBachelor of Science in NursingBachelor of Science in Respiratory TherapyAssociate of Science in Nursing (RN)Associate of Science in Respiratory Therapy
Business Programs
Bachelor of Science in AccountingBachelor of Science in Business AdministrationAssociate of Science in Business Management & AccountingBachelor of Science in Business Administration/ Property Management Associate of Science in Business Management & Accounting/ Property Management
Computer Programs
Bachelor of Science in Computer ScienceAssociate of Science in Computer ProgrammingAssociate of Science in Computer Technology & Networkin
Graphic Arts Programs
Creativity with computer skills and business intelligenceBachelor of Science in Graphic ArtsAssociate of Science in Graphic Arts
ADMISSIONS
Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education
PROGRAMS
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies
ABOUT CAPSTONE UNIVERSITY
History Locations Mission statement From the President Capstone Facts Testimonials
ON CAMPUS
Maps Capstone Virtual Tour Arts & Events Campus Calendar News & Media Visiting Capstone
TESTIMONIALS VIDEOS PICTURES
ents Undergraduate Studies Graduate Studies Online Educatio
ws & Ev n
Search Go
TESTIMONIALS VIDEOS PICTURES
ents Undergraduate Studies Graduate Studies Online EducatioAbout Capstone Financial id Ne ATuition: Calculating Your CostsBecause of the varying costs of tuition for each degree program, we are unable to provide exact tuition costs here on our website. However, we will be glad to personally discuss the costs of your program of choice with you. This also gives you the opportunity to learn about all the financial options that are available to those who qualify, including scholarships, grants, and more. You might be pleasantly surprised to find that college may be more affordable than you imagined. Our experienced advisors are eager to help you calculate all your costs and help find the right financing options that work for you, so give us a call now at 1-800-622-2640 and let us help.
Apply For Financial Aid
Federal Student T ype of Aid Program Details Annual MaximumAid Program Award Limits
Federal Pell Grant G rant: Does not have to Available almost exclusively to $5,550 per school yearHow to apply be repaid. undergraguate students, Subject to change July 1st 2011
Federal Supplemental Grant: Does not have to For undergraduates with Amounts vary depending onEducational Opportunity be repaid exceptional financial need school’s allocation.Grant (FSEOG Priority is given to FederalHow to apply Pell Grant recipients.
Federal Work Study Money is earned while For undergraduates with No annual maximum. How to apply attending school, does not exceptional financial need have to be repaid. Priority is given to Federal Pell Grant recipients.
Federal Perkins Loan Loan: Must be repaid Five percent loans for both $5,500 for undergraduatesHow to apply undergraduate and graduate $8,000 for graduate students students. Paymenent is due to the school that made the loan.
Subsidized Stafford Loan: Must be repaid Subsidized: U.S. Department $3,500 to $8,500 depending Loans of Education pays interest while on grade level.How to apply borrower is in school and during grace and deferment periods.
Unsubsidized Stafford Loan: Must be repaid U nsubsidized borrower is responcible $4,000 to $18,5000 dependingLoan for interest during life of the loan. on grade level (If you do not How to apply qualify for subsidized Stafford
loans).
Federal Plus Loan L oan: Must be repaid Available to parrents of dependent C ost of attendance minus any
How to apply undergraduate students. other financial aid the student
receives
.
ADMISSIONS
Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education
PROGRAMS
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies
ABOUT CAPSTONE UNIVERSITY
History Locations Mission statement From the President Capstone Facts Testimonials
ON CAMPUS
Maps Capstone Virtual Tour Arts & Events Campus Calendar News & Media Visiting Capstone
ws & Ev n
Search Go
TESTIMONIALS VIDEOS PICTURES
About Capstone Financial id Ne A
ADMISSIONS
Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education
PROGRAMS
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies
ABOUT CAPSTONE UNIVERSITY
History Locations Mission statement From the President Capstone Facts Testimonials
ON CAMPUS
Maps Capstone Virtual Tour Arts & Events Campus Calendar News & Media Visiting Capstone
Capstone UniversityOnline Education
Capstone University Online is a division
of the Salt Lake City/Murray campus, which
was established in August 1999,
and has earned a reputation for producing
competent, professional graduates who
are prepared for the many opportunities Salt
Lake City has to offer. In fact, US News an
d World Report recently called Utah " a
v eritable job machine," observing that "Utah is emerging as one of the nation's premie r
high-tech meccas," with more software
enterprises than California's Silicon Valley
and one of the nation's larges t concentrations of biotech companies.
Healthcare Programs
Bachelor of Science in Healthcare AdministrationBachelor of Science in NursingBachelor of Science in Respiratory TherapyAssociate of Science in Nursing (RN)Associate of Science in Respiratory Therapy
Business Programs
Bachelor of Science in AccountingBachelor of Science in Business AdministrationAssociate of Science in Business Management & AccountingBachelor of Science in Business Administration/ Property Management Associate of Science in Business Management & Accounting/ Property Management
Computer Programs
Bachelor of Science in Computer ScienceAssociate of Science in Computer ProgrammingAssociate of Science in Computer Technology & Networking
Graphic Arts Programs
Creativity with computer skills and business intelligenceBachelor of Science in Graphic ArtsAssociate of Science in Graphic Arts
ents Undergraduate Studies Graduate Studies Online Educatio
ws & Ev n
Search Go
TESTIMONIALS VIDEOS PICTURES
About Capstone Financial id Ne A
ADMISSIONS
Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education
PROGRAMS
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies
ABOUT CAPSTONE UNIVERSITY
History Locations Mission statement From the President Capstone Facts Testimonials
ON CAMPUS
Maps Capstone Virtual Tour Arts & Events Campus Calendar News & Media Visiting Capstone
ents Undergraduate Studies Graduate Studies Online EducatioGraduate Studies
Masters in Business Administartion
Enhance your proficiency as a business professional by earning your
MBA from Capstone University. This comprehensive program is
focused on helping you become a competent leader and manager in a
variety of business settings by helping you increase your skills in
organization dynamics, corporate finance, statistics, communication,
and more.
Master of Science in Healthcare Administration
The Master of Science in Healthcare Administration can give you the
education and background you need to evaluate and improve health
policies. You’ll learn to recognize opportunities and develop
procedures to make the delivery of healthcare services more efficient
and effective. Successful completion of this program can help give you
the skills and credentials you need to be considered for senior health
service administration or policy analyst positions
.
.
Masters of Science in Nursing AdministartionAdministrative and leadership roles in the healthcare industry require knowledge of management, organizational theory, ethics, legal issues, and the delivery of healthcare systems. This program is designed to give you the proficiency you need in these areas to make a difference in the nursing community and better serve the overall health delivery system. Focus is also placed on health policy, information systems, and the management of human, material, and fiscal resources. As a graduate of this program, you can be ready for entry-level positions in management of nursing personnel in a variety of healthcare fields.
Masters of Science in Nursing EducationA Master of Science in Nursing Education can give you the credibility you need to be an inspiration to others as a competent, compassionate, and effective healthcare delivery professional. This program gives you the opportunity to not only guide future healthcare professionals, but also allows you to confront concerns about the issues and challenges that nurses face in our changing and complex healthcare system.
2.3
Logo
Dev
elo
pmen
t
2.6 Motion Graphic
UN LUCKY
1. Time 03Music: Soft piano backgroundDiscription: Close up shot of man with need job sign.
2. Time 07Music: Soft piano backgroundDiscription: The word unlucky disolves in with the word starting small and growing larger.
3. Time 11Music: Soft piano backgroundDiscription: Image of an unemployment line that disolves in and then pans from left to right.
UN PREPARED
4. Time:15Music: Soft piano background Discription: The word unprepared disolves in with the word fading out
5. Time:19Music: Soft piano background Discription: Image of a unemployed person that disolves in and then goes from along shot to a zoom in.
UN QUALIFIED
6. Time:24Music: Soft piano backgroundDiscription: The word unqualified disolves in with the word rotating as it zooms in.
Video Motion Graphics are a great way to get the attention of your
target audience and reach the large segment of web users who surf the
web to watch videos. This Capstone Video is designed to capture the
attention of all those that have been effected by the economy. It calls
attention to those unlucky
enought to need a change in
their life and offers them a
better education and a better
choice at Capstone University.
Benefits of motion graphics:
• users pay more attention to
video than text
• video leaves a longer lasting
impression
• video makes you look more
professional
• video helps you reach new
customers
• video ads allow you to target
video networks
This graphic invites potential
students to change their life
at Capstone University.
2.3
Logo
Dev
elo
pmen
t
Are You Ready To change YourLife?
DiscoverDiscover
7. Time:28Music: Upbeat sound with various instrumentsDiscription: Close-up shot of A question, “Are you ready to change your life” and the word “Discover”.
8. Time:32Music: Upbeat sound with various instrumentsDiscription: Close-up shot of the Capstone University logo.
UN BEATABLE
9. Time:32Music: Upbeat sound with various instruments Discription: The word unbeatable disolves in with the word zooming in from small to large.
Lisa Chow
“Choosing Capstone University
was the best choice I ever made!
It was fun, convenient,
and rewarding”.
10. Time:37Music: Upbeat sound with various instruments fading as she talks.Discription: Close-up shot of a young lady ready to graduate, her voice comes on and she tells the audience that choosing Capstone University was the best choice she ever made.
Capstone University
1-800 375-5455www.capstoneuniversity.edu
Call Today
UNIVERSIT Y
11. Time:41Music: Upbeat sound with various instruments. Discription: A call to action that invites the au-dience to call today if they are ready to change their life.
12. Time:45Music: Upbeat sound with various instruments, sound fades out to end the animation.Discription: Close-up shot of the Capstone University logo which starts as a close up and then zooms partially out as the slogan comes on the screen. “A better education, a better choice. The completed animation holds for three seconds as the logo and slogan holds on the screen and then fades out.
3.0Style Guide
3.1 Introduction 34
3.2 Capstone Logo 35
3.3 Clear Space 35
3.4 Color 36
3.5 Typography 37
3.6 Tagline 38
3.7 What not to do 39
3.8 Applications
Stationery 40-47
3.0Style Guide
3.0
Styl
e G
uid
e
3.0 Style Guide
Brand Style Guide05.05.2011
2.3
Logo
Dev
elo
pmen
t
Table of Contents
Introduction 3.1
Capstone University Logo 3.2
Color 3.3
Typography 3.4
Slogan 3.5
Not to do 3.6
Application of Logo
Stationery 3.7
Business Cards 3.8
Letterhead 3.9
Sample Letterhead 3.10
Envelope 3.11
Advertising 3.12
Schools Within the University 3.13
For Futher Questions 3.14
3.1
Intr
od
ucti
on
3.1 Introduction
Brand Style Guide
Introduction
The Capstone University brand
is a distinct identity designed to
emotionally connect with students,
alumni, business partners, and the
public. This connection separates
Capstone University from competitors
and creates a visual and perceptual
image that creates value and brand
loyalty with our target audience.
In order for Capstone University
and its partners to maintain the
visual integrity of the brand, we have
developed this style guide as a tool
that will ensure the proper application
of the logo, colors, and typography at
all times.
This Capstone University Brand Style
Guide provides samples and directions
that will guide you as you apply the
logo in a variety of applications.
We are dedicated to the consistent
application and precise production of
the logo. This will allow us to create a
unique and effective visual style that
will build public awareness of the
university. For futher information or
if you have questions, please contact
Tim Miller at: tim.miller@capstone
university.edu.
Brand Style Guide
3.2
Cap
sto
ne L
ogo3.2 Capstone Logo
Capstone University Logo
The Brandmark
The Capstone brandmark is an arch with a red center stone and equally spaced black horizontle line.
The Capstoe University logo should appear on a white background and maintain the color pallette at all times for the best impact and clarity. A one inch white space around the logo should be maintained at all times. If the logo is placed on a dark back-ground, it should be positioned with a rectangle or oval background.
Brandmark
Logotype
The Logotype
The Capstone Logotype is made of the words, “Capstone University” in uppercase. The typeface is Gill Sans.
Equal Space
Text aligned with flat portion of the brandmark on both sides
The Oval cutout with or without gold is not part of the logo but helps build contrast with the logo and should be used whenever practicle. The logo should be centered inside the oval cutout. The gold trim is not part of the logo but creates a feeling of wealth and the richness of the experience. When practical to the application the gold should be used to enhance the logo.
3.3
Co
lor 3.3 Color
Brand Style Guide
Colors
Black and red are the traditional color for Capstone University. The color pallette is an essential element of the logo designed to maintain a consistent identity for the university. Capstone University has sellected PMS 202 C and Pantone Process Black C as its official colors.
C M Y K R G B L A B
0 100 61 43 152 0 46 32 55 21
0 0 0 100 0 0 0 0 0 0
Pantone 202 C
Pantone Process Black C
C M Y K R G B L A B
56 54 70 37 89 82 65 36 0 11
0 0 0 0 255 255 255 100 0 0
29 27 38 0 184 174 156 72 1 10
92 54 34 11 4 99 128 38.3 -17 -24
Primary Pallette
Secondary Pallette
Gold Gradient MapPosition C M Y K0.562 2 20 94 025.28 0 0 25 059.55 20 40 96 787.7 0 7 51 8100 0 0 25 0
The secondary pallette is designated as complimentary colors that may be combined in the production of design projects.
3.4
Typo
grap
hy3.4 Typography
Capstone University Logo
Typography
Gill Sans
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ12345678910
The secondary typography for printed material is Adobe Caslon Semibold. This is designated as complimentary typography for body text using a serif typeface.
Adobe Caslon Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ12345678910
(BOLD)
(SemiBold)
3.5
Slo
gan 3.5 Slogan
The slogan for Capstone University is “A Better Education, A Better Choice”. The slogan is not part of the logo
and is not required in all instances. When the slogan is used next to the logo, The height is aligned with the top of
the bar and the bottom of the word university.
When the slogan is used seperately from the logo it may be sized appropriately with the design. The shape of the
slogan should be maintained in order to convey a consistent message.
Slogan Typeface is “Adobe Caslon Pro”
39
3.6
No
t to
do3.6 not to do
What not to do with the logo.
Place logo over an image Place logo over a dark background
Change the color pallette
The Capstone University
logo is the primry visual
identification that represents
the university. In order to
maintain the integrity of
the brand, the logo should
always appear on a white
background.
The color pallette should
never be changed or
adapted to fit with other
backgrounds.
3.7
Stat
ione
ry 3.7 Stationery
Stationery
The Capstone University business stationery plays an important role in branding the university. It is an official
communication tool between the school and its students, falculty, suppliers, lenders and other business associates.
Even in this day and age of internet and online communications, the need for custom stationery has not diminished.
The placement of the logo on the stationery set demonstrates how the branding process can be used to provide
a strong, consistent identity for both internal and external communications. Many people will be exposed to the
brand for the first time through the business card, letterhead, and envelope. The guideline shows how consistent
design will promote the Capstone University brand.
1476 South Sandhill Road
Orem, Utah 84058
1476 South Sandhill Road
Orem, Utah 84058
39
3.8
Bus
ines
s C
ard
3.8 Business Card
Doublesided
Business Cards
NameTitle
PhoneFax
Size 3.5” by 2”
White= 3.5” by 1” Red= 3.5” by 1” oval
Text: Adobe Caslon Pro 9 pt/ 10.8 Leading
Logo centered in white oval of the card
John DoeInstructor
Ph: (801) 123.4567 Fax: (801) 123.4567email: [email protected] South Sandhill Rd.Orem, Utah 84058
John DoeInstructor
Front: Logo Only
Back: Name position
Information
3.5
Slo
gan 3.9 Letterhead
1476 South Sandhill RoadOrem, Utah 84058
Size 8.5” by 11”
10”9.5”
0.5”
0.5” Start letter 0.5” from red sidebar
2.25”
0.5”
1476 South Sandhill RoadOrem, Utah 84058
The Capstone Letterhead has the official logo in the top left side
of the page centered on two gold stripes and the red and black bar
going down the left side of the page.
3.10
let
terh
ead
Sam
ple
3.10 Letterhead Sample
Letterhead Guide
In order to maintain a consistent style when sending correspondence within or out of the university, it is important to use the stationery guidelines below.
Sidebar2.25”
Address Centered
Adobe Caslon10 Pt 11.2
leadig
Contact info Centered, Adobe Caslon10 Pt
1476 South Sandhill RoadOrem, Utah 84058
Ms. Anybody USA May 10, 2011President XYZ Company 1234 Micky Mouse Drive
Dear Madam,
This letter is an example of the letterhead style guide. The date is typed near the top right side of the page. The recipients name and address is typed in top left side of the letter and aligned with the top of the red sidebar. The paragraphs may be block or indented with double spacing between paragraphs. The salutation is double spaced below the inside address and below the body of the letter. The complimentary close is typed near the right side of the page, two lines below the body of the letter. The signature is aligned with the complimentary close. Truly Yours
John Doe Associate Dean
Tel 801.123.4567 • Fax 801.123.4567 • [email protected]
3.11
Env
elo
pe 3.11 Envelope
1476 South Sandhill Road Orem, Utah 84058
Number 10 Envelope (=4.125” by 9.5”)
1.375”
Address.25” from bottom
LogoCentered
Logo and address centered3.25”
1476 South Sandhill RoadOrem, Utah 84058
The Capstone University Logo is centered in a white background with a
gold oval trim. The oval is centered on two gold lines 3.25 inches wide. The
gold lines are1.375” below the top of the envelope
3.12
Ad
vert
isin
g
3.12 Advertising
Advertising
The Capstone University logo must appear on all printed material, brochures, flyers, banners, and
signs, that are being produced for advertising purposes. When ever practicle it should be accompanied
by the gold oval shape to create a consistent relationship.
Emporem. Andio inu samet fugiat duci v ndenis vsd n onsect usdae p orest lam se in poreperep et qui ditiam
faceribustis di simpore pratiae ctateca eperist dolorem. Delente nati resti dignis que apiciatquam autem fugia volupistium voluptatur, offic te nobisi ut eatquatur, seque poreium, sinis molecti blaut et
offici odignamus aEllum idente dipsapit adigenit, utem fugiaep erendirae num revcfd Quaepe raei mus exercienis assimin cus erum qui dolo runtia volupti onsequeeos vitintur aut eatem el max imende ipicabo.
Trifold Brochure
A Better Education A Better Choice
AAChoice
Call Today800.356-5455
A Business Degree Helps You Have Good
Business Vision
Contact an Admissions Consultant today and begin classes giving you beneficial business savvy and skills to see more clearly in the busi-ness jungle.
Call 418-6632 or visit our campus at 1476 South Sandhill Rd., Orem
School of Business
Begin Learning Business Insights Bachelor’s Degree in Business
See Real Business Success Master’s Degree in Business Administration
Capstone University
School of Business
3.13
Sch
oo
ls W
ithi
n
3.13 Schools Within
Schools within the University
School of Business
School of Education
School of Technology School of Medical Science
School of Graphic Arts
Graduate School School of Business
School of Education
Each school within the university may individualize the card to identify which school
they are associated with.
3.14
Fut
her
Que
stio
ns
3.14 Futher Questions
For Futher Questions
If you have any fither questions about the the Capstone University brand, please
contact he University advertisng department. Vector and reproduction quality images
of the logo and style guide may be obtained at the university advertising department
at (801) 375-5455 or email at [email protected].
4.0Solutions
4.1 Signage 50
4.2 Bil l Board 51
4.3 Bus Wrap 52
4.4 Promotional Items 53
4.5 Print Ads 54
4.6 Website 56
4.7 Student ID 58
4.1S
igna
ge 4.1 Signage
Thousands of people walk or drive
past the University each day and
the sign for the University is one
of the first things that catches
their attention.
The sign is like a hand shake with
the public and should reflect an
image that is inviting and friendly.
Brand awareness and loyalty starts
with creating positive experiences
each time someone comes in
contact with the University.
A sign is one of the least expensive
forms of advertising and needs very
little upkeep.
4.2
Bil
l B
oar
d4.2 Bill Board
A Better Education A Better Choice
Advertising on a billboard sign is a preferred advertising medium that is high-
impact and cost-effective. With limitless possibilities for the design of the
Capstone University billboard and the opportunity to advertise 24/7 to the
traveling public, it will provide an effecient advertisng medium to build brand
awareness.
Here are a few benefits of choosing billboard advertising over other media:
1. Billboard advertising grabs the attention of potential customers like no
other form of advertising can.
2. One of the most cost-effective
mediums of advertising
3. Brand awareness and strong name
recognition
4. Colorful, creative and eye-catching
ads have more impact
5. Reaches out to thousands of people
on a daily basis
6. Targets a specific audience according
to location
7. Ads are not lost in the mix of
competitor and editorials
8. Messages are delivere continuously
and frequently
9. Directs potential clients and
customers to your place of business
to your place of busines
4.3
Bus
Wra
p 4.3 Bus Wrap
AAChoice
Call Today800.356-5455
On average the US population spends two hours per day on the road. Vehicle advertising generates up to
70,000 views per day and is far less expensive than traditional radio and TV advertising. A bus wrap in selected
routes will allow you to target those areas that you would like to increase your admissions and create a great
way of building brand awareness.
4.4
Pro
mo
tio
nal
Item
s
4.4 Promotional Items
Top 5 Advantages Of Using Promotional
Products:
1. Tangible - promotes repeat exposures.
2. Impact is easily measured.
3. Complements other advertising media.
4. Flexibility - can easily target different
audiences.
5. Goodwill - builds favorable perceptions.
In 2007, business’ spent $19.6 billion dollars
on promotional products. The big advantage
that promotional products have over other
advertising media is that the recipient usually
always keeps the item and the advertiser then
gets repeat exposure at no extra cost.
A great way to promote the university and to create loyalty is with items that carry the Capstone logo.
They are a constant reminder and inexpensive way to build brand recognition.
4.5
Pri
nt A
ds 4.5 Print Ads
A Corporate University Educational Program
Capstone University
CAPSTONE UNI-
Contact an Admissions Consultant today and begin classes giving you beneficial business savvy and skills to see more clearly in the business jungle.
Call 418-6632 or visit our campus at 1476 South Sandhill Rd., Orem
Capstone University
Retrain Yourself800 720-8108
Medical Business
Technology Graphic Design
Get Two Movie Tickets
Get Your Associate’s, Bachelor’s, or Master’s Degree
Faster
www.capstoneuniversity.edu 800 720-8108
Protect Yourself from the
Frightening Economic Storms
FlexibleClass
Schedules
Day, evening, & online classes starting every month.
Get A Laptop
for School
Use it while you study, keep it when you graduate.
Provo - Orem Campus
Print ads for Capstone University placed in
magazines, flyers or posters are all placed
to give a positive image for the university
and to reach out to potential students. This
will be a positive way to gain new students
and to build brand awareness.
4.5
Pri
nt A
ds
A Business Degree Helps You Have Good
Business Vision
Contact an Admissions Con-sultant today and begin classes giving you beneficial business savvy and skills to see more clearly in the business jungle.
Call 418-6632 or visit our campus at 1476 South Sandhill Rd., Orem
School of Business
Begin Learning Business Insights Bachelor’s Degree in Business
See Real Business Success Master’s Degree in Business Administration
Capstone University
School of Education
4.6
Web
site 4.6 Website
Find out how you canstart your new career
today by calling an admissions counselor at
(801) 375-5455 or visit our web site at
capstoneuniversity.edu
The website for Capstone University is designed using the the color
pallette that has been used with the rest of the campaign and ask
the user if they are ready to make a choice that will forever change
their life.
Consistency is an important element of the campaign and is designed
to build brand recognition and loyalty. The logo and gold banding give
the site a feel of wealth and prestige that help convey this message
to the audience.
Some of the key features of the site guide the reader to those
questions most frequently asked by students. Area’s that are typically
searched are programs of study, degree’s offered, admissions process,
history of the school, financial aid, and methods of study. There are
several links to testimonials and videos that help motivate students
to choose Capstone University as their choice of higher education.
One of the main goals of the Capstone website is to grab the
viewers attention and to build a highly effective websites that will
invite students to call the school today.
Clear messaging provides users with answers to initial questions.
Strong calls-to-action incite users to take the next step with you.
An intuitive user interface makes navigating your website a breeze.
4.6
Web
site
About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education
Search Go
ADMISSIONS
Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education
PROGRAMS
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studeis
ABOUT CAPSTONE UNIVERSITY History Locations Mission statement From the President Capstone Facts Testimonials
ON CAMPUS
M aps C apstone Virtual Tour A rts & Events C ampus Calendar N ews & Media V isiting Capstone
TESTIMONIALS VIDEOS PICTURES
TESTIMONIALS VIDEOS PICTURES
Make a Choice Today That will ForeverChangeYour life!
4.7
Stud
ent
ID 4.7 Student ID
dsdsdgdgdgdtekkcn cn jdjjdbdbbbjkldmcmcmnd445567
Student Number:97365-70
Sue Harris
Student ID Cards allow students to recieve many of the services that are available on campus as well as discounts
to many events. Students can come to any campus Admissions & Records Office one business day after registering
for classes to have a photo ID card issued. Students must present a valid state or federally issued photo ID, such as
a Driver’s License, to receive their permanent (will not expire at the end of each semester) Student ID card. Lost or
stolen cards will need to be reported to an Admissions Office immediately, where a replacement card can be issued;
a replacement fee will apply.
ID cards for students taking
only Distance Learning
courses will be mailed. Student
ID cards are only available
through the Admissions &
Records Office.
The Student ID card is used
for campus services such as
libraries, testing centers, and
computer labs. Each semester,
after a student is registered
for classes, their student ID
card becomes valid for that
semester.
Contact an Admissions & Records
Office at any campus with questions about ACC Student ID cards.
The
Bra
ndThe Brand
The
Des
igne
r The Designer
The Designer
Tim Miller is the Associate Dean of the School of Graphic Arts at
Stevens-Henager College in Orem, Utah. He is passionate about
the art of design and the power it has to communicate.
Challenging design projects like Re-Branding an established
educational group of colleges into a unified new brand is the
perfect opportunity to push any designer.
This project is a great example of the power of design, to take a good instituition and make it a
stronger unified brand that can reach a Nationwide Audience.
801.602.4696
Imas
ge S
our
ces
Image Sources
1. Female College Graduate 1Bigstock Photo #4966421
2. Female College Graduate 2Istock # 000009254975
3. Man Needs JobBigstock Photo # 3848576
4. Homeless manBigstock Image # 530243
5. College Students 1Bigstock Image #16439000
6. College Student 2Bigstock Image # 16439000
7. Stevens-Henager CollegeOrem Campus © SHCRichard [email protected]
8. Male College Graduate 1©SHC [email protected]
9. Stevens-Henager College-Ogden©[email protected]
10. Girl on ComputerBig Stock Photo # 2230114
11. Girl working at schoolBig Stock Photo # 6439945
12. NewspaperBig Stock Photo # 4023630
Image SourcesThese images were used in the Capstone University campaign and are solely to be used for comp purposes during the proposal process. If the client accecpts the proposal, then the client must purchase the license for:
1
2
3
4
9
10
11
12
5
6
7
8
Taking A University Nationwide