The campus community has been hard at work since the fall on brand elevation, one of six strategic initiatives. The elevation of Lawrence University’s position begins with a comprehensive strategy and language founded in a brand platform (or foundation) to tell our story.
Brand elevation began with the appointment of SimpsonScarborough, a leading national marketing and research agency specializing in higher education. Following an expansive research and listening phase that garnered perspectives from current and prospective students, parents, alumni, faculty and staff, Simpson Scarborough and Communications began to create a brand platform to include the nuts and bolts of positioning (somewhat like a brand DNA). The brand platform will inform the creative expression of our brand (the elements that bring Lawrence’s brand to life). This phase of the project includes comprehensive audience testing to take place during the Spring Term.
Key to each phase of the brand development process is the opportunity for our campus community to participate in various ways. Such was the experience in November and December when students, faculty, staff, and alumni participated in 16 listening sessions and focus groups. Insights gained from these activities served as a guide for the development of creative expression, currently in progress.
When complete, the brand elevation strategy will serve as the north star to guide key messages, tool kits and guidelines for how Lawrence will bring the brand to life, including experiences that bridge messaging and support enrollment, fundraising and elevating institutional reputation.
With so many moving parts, we wanted to refine the progress of the brand elevation initiative. So, to help keep campus informed, a microsite was created where you can find more information and project timelines, as well as how you can be involved in feedback phase. We’ll continue to update you in the LU Insider as well. Additionally, the Brand Elevation Group was relaunched in December. This group, comprised of faculty, staff, students and alumni, provides insights and serves as a champion of the brand elevation initiative. We are also meeting with various shared governance groups and units.
If you would like an in-person update, please contact Jeanette DeDiemar or a member of the brand elevation group.