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 24 residence halls.
- 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. Kent State alumni and their increased productivity for employers generate $1.6 billion annually in higher workforce earnings to the Northeast Ohio economy. For example:
- Kent State offers the largest flight training program in Ohio and is recognized by major airlines and the US military as one of the top flight schools and best university aviation programs in the country.
- The School of Digital Sciences — unique in Ohio and the nation — brings together faculty from more than half a dozen disciplines.
- The endowed Knight Chair in Scholastic Journalism in Kent State's School of Journalism and Mass Communication highlights the school's national leadership supporting journalism programs in secondary schools.
- Kent State's School of Library and Information Science is Ohio's only accredited Master of Library and Information Science program and one of U.S. News & World Report's top 20 graduate schools in the field.
- The College of Public Health helps meet the growing national need for public health professionals.
- 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 is ranked seventh in the country and 21st in the world by Fashionista.com.
- Kent State University is ranked by the Carnegie Foundation for the Advancement of Teaching among the nation's top 74 public high-research universities, and among the top 76 colleges and universities in community engagement.
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