Kennesaw State’s Office of Strategic Communications and Marketing recently conducted surveys of participating students, which will satisfy the research and discovery phase of the university’s ongoing rebranding process.
The research and discovery phase incorporated focus groups of students and a voluntary survey that was emailed to all KSU students in October. The survey closed on Nov. 5, and it aims to evaluate the effectiveness of KSU’s current brand and to ensure it is “built to grow alongside our university,” according to the Strategic Communications and Marketing website.
“Kennesaw State has a strong brand today,” Associate Vice President of Strategic Communications and Marketing Alice Wheelwright said. “The aim of this effort is to refresh the brand to make it even stronger and more clearly articulated, memorable and differentiated.”
KSU Marketing sent out an email to all students in October that said KSU “has embarked on a branding initiative to better communicate our distinctive brand story, let the region and beyond know with certainty who KSU is and to continue to attract students who will find success here.”
Upon completing the short survey, students had the chance to win one of 150 Amazon gift cards, each worth $10.
The Office of Strategic Communications and Marketing collaborated with the Office of Procurement to select Tailfin Marketing as the agency that KSU will partner with for this rebranding initiative.
Tailfin Marketing teams up with clients such as Chick-Fil-A, Georgia Power and Lyft in order to “help those brands find their stories and tell them far and wide,” according to their website.
Wheelwright said that this rebranding process will refresh KSU’s Visual Identity Program, mission, vision and values among many other visual and verbal elements. Do we need to capitalize these? The individual elements to the rebranding phases have been laid out as deliverables on the Milestones timeline, according to the Strategic Communications and Marketing website.
Wheelwright said that although President Whitten arrived at KSU after the rebranding initiative was already underway, she has embraced the project fully and is actively involved as they move through the project phases.
