Institutional Identity Campaign
Kent State's marketing position statement is as follows: Kent State University is committed to challenging the boundaries of knowledge, intellectually and in society.
A great deal of evidence exists to support that statement. To cite just a few examples:
- Kent State is the largest residential campus in Northeast Ohio and offers 29 residence halls including a complex for students with families.
- Kent State wields major influence in workforce development, technology and outreach through its unique eight-campus system.
- Kent State's various programs, many of national stature, produce graduates who enrich the economic and cultural life of Ohio and the nation. For example:
- Kent State's aeronautics program is the largest and only program in Ohio to receive Council on Aviation accreditation.
- Kent State's School of Journalism and Mass Communication is now in the nation's top 20 undergraduate programs by size; it is number 17 in the annual enrollment report in Journalism and Mass Communication Educator.
- Kent State's School of Library and Information Science, Ohio's only graduate program in this field, is available to students from any part of the state through an interactive, video master's program.
- Kent State's School of Visual Communication Design is the largest program in the United States with more than 500 undergraduates and 30 graduate majors.
- Kent State is home to the Liquid Crystal Institute®. Liquid crystal displays were named by Forbes magazine as one of the 85 innovations that change the way we live today.
- The Kent State School of Fashion Design and Merchandising was has the largest interior design program in Ohio.
- Kent State University is ranked by the Carnegie Foundation among the nation's top 77 public research universities, and among the top 76 colleges and universities in community engagement.
- Kent State is a university on the move with a ranking of 5th among universities in the United States and Canada the number of start-up companies formed as a result of university research according to the Milken Institute.
The university's institutional identity — or branding — campaign promotes and positions Kent State in order to accomplish the following:
- Align the public image of the university with the real impact of Kent State University and its programs.
- Clarify and promote Kent State's identity and position as a national university to students, faculty, staff, alumni, the public, legislators, taxpayers and other key audiences.
- Promote Kent State's academic, research and outreach excellence through consistent images and messages, supported by a comprehensive marketing and communications plan, Web-design templates, event-planning standards and the visual identity program.
- Instill renewed pride in the name Kent State, inside and outside of the university.
- Increases the value of a Kent State degree in the minds of all audiences.
- Raise the profile of Kent State to help the university compete for students, faculty, financial resources and partnerships and to support its fund-raising efforts.
The Visual Identity
A key element of the institutional visual identity is the Guide to Visual Standards. The following components of the visual identity, as well as other helpful resources, are included in the Guide to Marketing Kent State University.
- Guide to Visual Standards
- Visual Standards for Applying the Excellence in Action Graphic
Following are the key audiences with whom Kent State seeks to generate contact, enhance relationships and build its brand identity:
- Business and industry leaders and prospective partners
- Community leaders and residents — at all eight Kent State campuses
- Current faculty and staff
- Current students
- General public (Ohio taxpayers)
- Influencers: Group No. 1 — high school counselors, targeted high school teachers and targeted peer group leaders. Group No. 2 — media
- Parents of current students
- Parents of prospective students
- Philanthropic organizations/individuals
- Prospective faculty and staff
- Prospective students