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Published byNickolas McCormick Modified over 10 years ago
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Rebranding General Education at ISU
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General Education General Education at Illinois State lays the foundation for the undergraduate experience. It provides the knowledge and skills that prepare for a major as well as a lifetime that may well include several different career paths.
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How it all began.... 2013 State of the University Address Tom Lamonica and James Munz o 4 marketing undergraduate students Elise Cowan Nick Maggiore Nicole Poggensee Ryne Watson o 4 communication undergraduate students Bridget Anders Bobby Bobbitt JoeyLauren Jiracek Jessica Perri
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Initial Meetings December 2013 – April 2014 Shared personal perspectives Researched students’ perspectives and other general education programs Established objectives for campaign Looked at popular rebranding campaigns to gain better understanding of process
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Client Recommendations Met with Dr. Rosenthal Established group objectives o New name o New slogan o Rebranding/marketing ideas o Create a buzz about General Education Program Target Audience o Current students o Prospective students Research o Focus groups o Meet with admissions and recruitment staff o No surveys
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Admissions Counselors Recommendations Nathan Barger and Patrick Walsh Students Inquiries: o Most prospective students are unfamiliar with the General Education Program o Typically ask questions pertaining to AP credits and minimum requirements Nathan’s Response: o Importance of organizational and leadership skills gained from General Education courses Our takeaways: o Help show students the variety of experience gained from courses o Emphasizing the value of the program
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Admission Ambassadors Focus Group Their outlook on General Education o Variety, easy, boring, repetitive, tedious, unnecessary, irrelevant Experiences o No relationship with professors o Big lecture halls o Enjoyed sophomore year classes more o Good exposure, but not challenging
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Admission Ambassadors Focus Group (cont.) Questions perspective students ask them o How is the general education program? o What will they be like? o Usually parents ask more questions Suggestions o Preview Video o Better explanation of the program o Incorporate general education courses with major courses
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Student Focus Group Attendees included: freshmen and junior students Their outlook on General Education: o Required, basic, waste of time, become well-rounded o Knew about program, but not much else Experiences: o Good relationship with communication and english professor o Social anxiety with participation in lecture halls Suggestions: o Video with interviews o Tailor to interests and major
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Namestorming Session Attendees included: Carol Jalowiec, Steve Barcus, and team Purpose to guide us in a direction, not to actually choose a name Spent an hour brainstorming different name ideas o Three timed rounds o Narrowed down ideas after each round
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Meetings After the Storm Further brainstormed names and slogans Discussed and chose pairings Picked final two names and slogans Began designs for the layouts
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And now we present to you...
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Options Moving Forward Continue research and testing Choose a brand Commission a campaign to roll out the brand with the new Gen Ed program coming on-line in Fall 2014
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Thank You Questions? Comments? Suggestions?
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