2'3 Brand Marketing in Recruitment Communications

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2.3 Brand Marketing in Recruitment Communications

• Craig Aimar and Nic Taylor
• Saginaw Valley State University
• Assistant Directors of Admissions

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• People are bombarded with thousands of messages a
  day.  The ones that make an impression are those
  that ring true and the ones that are clearly and
  consistently presented
• Graphic standards help ensure that when target
  audiences receive publications, the information
  is professionally conveyed and appropriately
  associated with the University.

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SVSU Graphic standards are applied to the
following

• All publications (books, flyers, catalogs,
  brochures, posters, etc.)
• Advertising
• Media (news releases and media kits)
• Stationery (business cards, letterhead, No. 10
  envelopes, etc.)
• Transportation (decals, vehicle IDs)
• Architecture (signage)
• Special events (exhibits, invitations, banners)
• Specialty items (certificates, lapel pins)
• Web site(s)
• Bookstore (apparel, insignia items)
• Athletics

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SVSU Logo

• This registered logo is the standard, visually
  identifying symbol identifies us as Saginaw
  Valley State University. Visually, it
  establishes and reinforces the marketing
  initiative to create a connection between all
  publications, advertising promotions, and
  recruitment initiatives created for SVSU with our
  audiences

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Examples of unacceptable use

• Do not use department or college names with box
  logo Do not change the arrangement of the
  logo Do not change the typeface Do not add a
  drop shadow or other embellishments Do not tilt
  from horizontal axis Do not distort the
  proportions Do not use the Seal with the
  Official logo Do not place overtop any photo
• Do not place overtop a gradient background

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Graphic Marks Cardinal

• The SVSU Cardinal is primarily used as a symbol
  for SVSU Athletics.  The Cardinal may also be
  used for promotional purposes for faculty, staff,
  students and alumni on items such as apparel,
  pens, hats, cups, keychains and pennants.
• Occasionally, a department, division or college
  wishes to use the Cardinal on communications
  material.  Since the Cardinal should be viewed as
  an athletic mascot or an iconic illustration for
  promotional items and apparel, it is recommended
  that the Cardinal not appear on non-athletic
  marketing publications or Web communications.
• The Cardinal must always face right and should
  not be shown upside down or tilted.  The
  Cardinals original shape must also be preserved.
  The addition of rule lines, or distortion to any
  of the Cardinal's features, are not allowed.  The
  Cardinal may be featured in one color
  applications such as red, white or black.

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Fonts

• Consistency in font usage is a critical tool
  creating a distinctive style and unique brand
  identity for SVSU visual communications.  These
  are not the only fonts that are allowed for use
  on SVSU publications, but are recommended to help
  faculty and staff create flyers and brochures
  with a unified appearance.
• Baskerville Regular / New Baskerville
• Times New Roman as a substitute
• Arial Narrow Bold / Arial Condensed Bold

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• Postcard Series
• Admitted FTIC Students
• Series of 4
• 1 sent every 5 days
• Push to have them visit campus or check out online

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• Variable Data Piece
• Parents of Admitted Students
• Change text, gender, ethnicity, photos, and
  major using Variable Data

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VDP Brochure with interchangeable text and
Diploma name
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Comparison of fliers with Graphic Standards and
without
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Current Graphic Standards Dept. Flier
Old Dept. Flier without Branding
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Dont Do This

• examples that would make the University
• Communications Department SCREAM!!!!!

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Print and Web Media Integration

• Goal Setting
• Clouded Minds and the result
• Naming your site
• Driver pieces
• Backing it up
• Follow-up
• Funding your project (what youll have to ask
  for?)
• Preparing for your consequences

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Goal setting

• Every institution is different, so what do you
  want to accomplish?
• For example visiting campus, applying now, sign
  your life away right now, no I mean it, your
  whole life savings and whatever you family can
  afford.
• Be sure to KISS everything.
• Being CONCISE is the most important part of
  setting these goals.why?

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Clouded Minds No Answer!

• If your goals are to do all of those things, your
  student will not get any of those messages.
• Think of your admissions letter or packet, what
  are you asking for?
• Advertising is about one message, usually
  intrigue, getting stuck into the intended
  audiences brain.

Simplicity before understanding is simplistic
simplicity after understanding is
simple.(Edward De Bono)
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Step two Can I get my grandma there?

• Right now, think of the URL of your universitys
  undergraduate admissions site.
• If you have to write it down, or cant get it
  exactly as it needs to be typed, you doing your
  students a disservice.
• www.svsu.edu/connect/
• KISS again go figure!

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Pull Out Your Driver

• A driver piece is any printed piece that calls
  the audience to ACTION.
• Viewbook example
• Whats the action?
• More importantly to any seventeen year old,
  whats the reward?
• How can I measure this?

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SVSU Viewbook with Passport card. Encourages all
to log on to Cardinal Connections and visit campus
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Publications always include Cardinal
Connection Always parents, students, and
counselors to get connected to SVSU through EMT
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Back it up..

• Now that you have an action that the student has
  completed. What next?
• Bounce back communication in EMT Connect.
• Further requests for action.

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Be prepared for your consequences!

• Is your on campus staff going to be prepared?
• Do you have enough of what you promised?
• How are you going to handle that big raise your
  going to get, because you did such a great job!
  Oh, that didnt happen Join the club.

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Funding, or what youll have to beg for

• You already have a printed budget.correct?
• With these steps, you dont have an additional
  cost in printing.
• What about the results of your action?
• For SVSU food costs was already budgeted for
  visiting students, but the t-shirt was new. At
  2.36 a shirt, and with 2000 shirts, we spent
  4,720 on new material.
• To compare that, it would have cost 9,783 to
  create 10,000 trinkets to give away with our
  Cardinal Connection logo on it.

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Follow-Up the most important step

• Know your stats!
• Did you get more people on campus? Did that
  correlate with enrollment? Applications?
• What hurdles did you find? Was your print costs
  up or down? Did you have too much?
• Where can you automate for the next run? (which
  by the way has already started.)

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Ideas, and Answers.

• Its your turn shoot..
• You can find a copy of this at www.svsu.edu/njtay
  lor