Sept. 4, 2007 issue
EMU launches new brand campaign; "Education First" tagline unifies University's communications

By Ron Podell

 

"Education First."

Eastern Michigan University unveiled its first-ever tagline before a crowd of nearly 200 in the Student Center Ballroom Sept. 5.

The event signaled the launch of a new advertising campaign, which aggressively brands the University's focus on education, and providing students and faculty with a caring and practical learning environment. The $1 million campaign — which includes print, outdoor and broadcast media — celebrates EMU's unique academic-focused brand.

BUILDING THE BRAND: Ted Coutilish, associate vice president of University Marketing and Communications, makes a point about marketing EMU's brand during an internal launch of the tagline in the Student Center Ballroom Sept. 5. Nearly 200 faculty, staff and students turned out to learn the University tagline is "Education First."

The anticipation for the "Education First" tagline was whetted by a video that took the crowd from EMU's beginnings as a Normal school in 1849 to the present.

"I really do like the slogan," said Allie Sheppard, a senior from Clinton Township and Resident Hall Adviser (RHA) president. "I think it fits EMU very well. A lot of students are here for education first. There also are a lot of activities and opportunities here to apply what we learn in school to real-life events."

"My initial reaction is that I thought it was great," said Yichun Xie, professor of geography and geology. "Education is our roots. But, it (tagline) is good in that it goes beyond teaching and the classroom. It is our past, present and future direction."

"As one of the Midwest's premiere colleges, Eastern Michigan University delivers high-quality education that allows our students to put to use the practical knowledge they obtain here," said Don Loppnow, EMU's executive vice president and provost. "Our brand promise has always been to provide students with an excellent education upon which they can build successful careers in their chosen profession. Our new tagline, 'Education First', is a starting point for unifying the University's communications that differentiate EMU from competing institutions."

Developed by Dallas-based Torch Creative, the campaign introduced the unifying theme, "Education First," which captures EMU's core attributes of excellence, scholarship, accessibility, relevance and affordability.

PROMOTING THE BRAND: JillAnne Bauer, administrative manager in the Graduate School; Chris Foreman, director of EMU's General Education Program; and Lynette Findley, assistant vice president for retention and student success, display the "Education First" license plate holders shortly after EMU's internal brand launch Sept. 5.

"This campaign is incredibly exciting, because it allows us to highlight EMU's caring and practical learning environment that provides our students and faculty with personal and professional achievement," said Theodore G. Coutilish, EMU's associate vice president of marketing. "The 'Education First' theme captures the essence of our mission, setting us apart from competitors."

The campaign also will more clearly align EMU's departments with the University's overall brand by providing the flexibility for the tagline to incorporate department names. For example, "Business Education First," could be used by EMU's College of Business.

Kathy Orscheln, EMU's interim director of admissions, was pleased with the tagline and sees it as a great recruiting tool for the future.

"Finally, we have an identity," Orscheln said. "It's very flexible. We can weave it into everything we do and say."

In addition to the tagline being placed on campus light poles and buildings, the tagline will be promoted through radio and television advertising; placed on 21 billboards and 12 SMART/AATA buses throughout southeastern Michigan; on the back of 10 Coke trucks, EMU's soft drink provider; and advertised on the scoreboards at Tigers' games and during Detroit Pistons' games at The Palace.

The external campaign begins Friday, Sept. 7, and Comerica Park is integral to the launch. An EMU spot will run on the Comerica Park scoreboard at 6:30 p.m., prior to the 7:05 p.m. start. Freman Hendrix, EMU's governmental relations manager, will throw out the first pitch before the game, Coutilish said.

"This is the right identification at the right time for EMU," said Marge Preston, senior secretary in the Office of Diversity and Affirmative Action.

Preston added she hopes the video is placed online so that those who could not attend the brand launch could view it.

Eastern Michigan University's first Brand Launch is scheduled Wednesday, Sept. 5, 1-2 p.m., in Grand Ballroom A, Student Center. At that time, the University's brand campaign and tagline will be unveiled. Th external launch of the brand campaign takes place Friday, Sept. 7. Look for FOCUS EMU's coverage of the event later this week.