By Tahlib
It's been 16-months since Anderson University in Indiana launched it's branding campaign, "We Don't Believe" with a new logo (above) designed by Kerry Shaw. The small college, founded by the conservative Church of God movement wanted to showcase the quality of student leaders it produces and to project an openness to inquiry that distinguishes it from other Christian schools. However, as they found out, raising your profile includes risks as in the case when AOL judged AU to be "one of 20 colleges not worth their tuition in 2012."
Dr. Marie Morris, vice president of academic affairs, said that by establishing things AU does not believe, these statements have started conversations about the options it frees them to believe. She acknowledges, however, that the new marketing strategy has its risk. “A billboard might have a ‘We don’t believe’ on it, which is a little risky,” said Morris. “I think the strategy is to catch someone’s attention and start a conversation.” [link]AU appears however to have dismissed the judgement by AOL, and instead has accelerated the momentum of the campaign both off campus with new billboards throughout the Indianapolis area but also on campus, and therefor "inviting" more attention. In fact, it's hard to drive anywhere in the city of Indianapolis today without seeing their billboards including one that reads, "We don't believe we are not worth our tuition." On campus they also mounted a student art show on the theme and design student Yhareli Chamboneth chose as her theme, “We don’t believe that educational excellence and Christian humility are at odds.” The university, which is also home to a new gallery for the collection of America's most popular Christian artist, Warner Sallman appears to have a powerful campaign expressing its invitation to hear new ideas, and also for sharing what they "don't believe".
0 comments:
Post a Comment