Plenary Session III
The Beauty (and Strategy) Behind a Bold and Distinctive Brand Campaign
Landing on a brand identity that is authentic and distinctive is critical to reaching your institution's goals. One that's also simple, unexpected and emotional will capture attention and get you there quicker. American University launched its first campus-wide, integrated brand campaign—KNOW/WONK—in fall 2010 and has spent the last year and a half integrating the brand into advertising, enrollment marketing, graduate recruitment, and development and alumni relations. From strategy to creative development to execution and outcomes, we'll walk you through the process, show plenty of examples and let you know how we're gauging success.
Deborah Wiltrout, assistant vice president of marketing, American University