Implementing Gustavus Brand Posted on October 9th, 2009 by Barb Larson Taylor

Recommendation from the Facilities and Finances Task Force:

Implement Gustavus’s brand repositioning through a marketing campaign.

Additional explanation:

Gustavus’s extensively researched, creatively realized new brand identity will have a far greater impact if it is shared beyond the standard Admission and Advancement communications and institutional website. Key competitors in Minnesota are virtually ubiquitous, on billboards, in newspapers, on radio, and Facebook. Market penetration, particularly in the Twin Cities, will require substantial and strategic advertising investment over a 12-month ad campaign period and may include broadcast, print, online, and outdoor advertising buys.

This recommendation was placed in the Quality-Enhancing and Innovative Initiatives Strategic Framework Substantive Category using the language:

Implement Gustavus’s brand repositioning to include a recruitment marketing campaign, education for students and alumni, and merchandise.

This recommendation was placed is Tier 1 and is being monitored by the Vice President for Marketing and Communication.