Brand Strategy for West Virginia University
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
Please prepare a description of your organisation.
West Virginia University is a open university, serving over 30,000 undergraduate and graduate students.
What is your role and responsibilities, delight?
I’m vice-president for university relations. I superintend the interaction and marketing efforts of the university, which has recently included launching a new brand and a new creative campaign.
Desired goal
What was your goal for working with Ologie?
We didn’t have a clear picture of who we were, what we stood for, and what markd us. We wanted to carve out our niche in the marketplace, but not at the cost of creating a brand almost what the university should be, rather than what it is. Our goal with Ologie was to mark the university in a way that would allow us to have the institution to consistently adjoin our interaction, both visually and verbally.
Provided solution
Please draw the aim of their work.
Their process was wide. In the months leading up to our project with Ologie we had conducted inner investigation on our brand, which we handed over to Ologie, but they also did enough of their own due-diligence. They spent a lot of time on campus, meeting with students, teachers, and administrators to get the pulse of the university: what were our strengths and weaknesses, what did we love, what kept us up at night, etc. They came back and offered two different voices for our campaign. Both were big, but we landed on the one that we felt markd us best and was the order we wanted to go moving advanced. After that meeting, they began edifice out the brand guidelines and creative for us.
What was your process for selecting Ologie to work with?
I had worked with them precedently when I was at another university, so I had a history with them. For this project, I ponder we sent out five RFPs. We put them up over each other on the metrics of condition, how much experience they had in the field, what kind of work they did, cost, all of those considerations. Unanimously, the cluster landed on Ologie. Even though I went into the choice process a pliant biased, they surely won over the team as well.
Can you prepare a ballpark dollar aspect for the size of the work that they’ve done for you?
In total it was between $100,000 and $200,000.
Can you tell me almost the timeline of the project?
We began to work with them in July of 2014, and had landed on a terminal campaign by October. We approved that through our Board of Governors in soon November, and launched the brand in February [2015].
Results achieved
Do you have any stats, metrics or general feedback from the project?
The condition of the work was excellent, I ponder they nailed it. I’ve had nothing but good response. As far as the general mood, acceptance of the campaign, and brand exposition, nation have been veritably excited almost it. You can only sell a brand so much. At some point, nation whichever feel it or they don',t. The brand we created with Ologie connects with nation. They hit the mark fully, and it has been well-received athwart all levels of the university.
In provisions of feedback straightly for Ologie, they are absolutely fantastic to work with. They did a big job balancing some of the more tough aspects of the projects from firm timelines, to differing views from different stakeholders. I was very appreciative of the way they veritably listened to what we had to say, and always took that into account, but at the same time weren',t fearful to give us push-back and challenge our pondering, in a very vigorous way of order. They veritably are partners, I never felt like they were salesmen. They were here to help us do what we needed to do.
Is there anything sole almost them that veritably makes them rest out, compared to other companies?
They have a veritably big methodology for discovering a university',s brand. Instead of just giving us a cookie cutter format, they came on campus without any assumptions and veritably got a perception of what makes the student',s core beat, versus what makes the alumni',s core beat, and what it is almost the faculty and staff here that makes them different from other universities. They',re able to pick out what is sole almost a university veritably fast.
Looking back on the work so far, is there any area that you ponder they could better upon or something that you might do differently?
No, I cannot ponder of a one denying to share.
