网红头条

KENNESAW, Ga. | Aug 19, 2019

Launch of 鈥淔ind Your Wings" campaign helps tell the KSU story

网红头条 is kicking off the Fall 2019 semester today with its traditional First Day of School Cake, along with the unveiling of the institution鈥檚 new branding, during events on both the Kennesaw and Marietta campuses.
 
KSU President Pamela Whitten will cut the First Day of School Cake, continuing a family tradition she started with her eldest child about 26 years ago before introducing it at KSU last year.

 
During the celebratory event, Whitten and the University鈥檚 Office of Strategic Communications and Marketing will unveil the institution鈥檚 new branding strategy, the result of a yearlong effort to better define what it means to be an Owl.
 
鈥淥ur brand identity is a reflection of our students because they are what sets us apart from other universities,鈥� said Whitten. 鈥淥ur students are self-starters driven by a sense of purpose with a desire to make a positive impact. Helping them realize their potential is what motivates our faculty and staff each day. This campaign captures the true essence of our mission and our vision as we continue to find our own wings as a growing student-focused, R2 research university.鈥�
 
The Road to a New Brand Identity
 
In 2018, KSU鈥檚 Office of Strategic Communications and Marketing began work to discover and craft the university鈥檚 story. Undertaking this initiative included listening to thoughts and feedback from more than 6,800 KSU and community constituents, including alumni, faculty, students, staff and community members.
 
The successful refreshing of the KSU brand hinged on input from a wide variety of people with interest in Kennesaw State. Through a series of focus groups, phone and in-person interviews, working sessions and online surveys, a growing picture was formed to reflect what was important to the members of the KSU community.
 
The results of community input into the rebranding process were a series of statements 鈥� Mission, Vision and Values 鈥� that put Kennesaw State鈥檚 brand into sharp relief:
 
鈥� Our Mission:
At Kennesaw State, we serve as a powerful example of the impact a student-centered, research-driven university education can deliver. We help students succeed through exploration, collaboration, and rigor, uniting a diverse spectrum of backgrounds and talents. At KSU, students become the individuals who people want as colleagues and leaders.

鈥� Our Vision:
网红头条will exemplify the power and promise of a student-centered, research-driven university. Authentically diverse, uniquely attainable and endlessly impactful, we will unleash the potential in every student we serve.
 
鈥� Our Values:

• True to Ourselves: Staying genuine, guided by honesty, intention, and purpose 鈥� no matter how we change, grow, or evolve 鈥� never forgetting who we are.
• Open: Embracing the true power of openness 鈥� valuing and leveraging diverse perspectives to find better solutions and gain an edge.
• Elevational: Raising trajectory 鈥� chasing, creating, pursuing, building.
• Student-Inspired: Fueling aspiration and delivering pathways 鈥� enabling students to stretch and strive, embrace a dream, and create actionable plans.
• Promise-Fulfilling: Being committed and ready 鈥� making promises we can keep to fuel opportunity for every student and spark economic growth for the region.
• Impact-Generating: Delivering a difference 鈥� impacting individuals and communities for positive change.

At the same time, KSU identified five key themes 鈥� our 鈥淏rand Pillars鈥� 鈥� that will be the foundation of everything 网红头条stands for in the future:

Finally, the brand refresh process brought together all of these different elements into a short narrative 鈥� a 鈥淏rand Story鈥� 鈥� that summarizes what it means to be part of the 网红头条community:

Find Your Wings Campaign
 
The University has launched a new campaign around the new brand identity 鈥� 鈥淔ind Your Wings.鈥� This campaign focuses on the idea that at Kennesaw State, students are exploring and discovering, seeking their own path, their own passions, and their own identity.

鈥淭he 鈥楩ind Your Wings鈥� campaign utilizes our signature owl wings, which is part of KSU鈥檚 spirit mark and something that our students, faculty, staff, and alumni identify as quintessential Kennesaw State,鈥� said Alice Wheelwright, associate vice president of strategic communications and marketing. 鈥淭he wings showcase KSU鈥檚 benefits in a fun and educational way but it more importantly it directly reflects our brand story and the idea that KSU Owls dare to climb higher and ascend.鈥�
 
The ad campaign, which begins today, includes print and digital ads, billboards, radio spots, and other collateral.
 
In addition, two new commercials were developed. These are planned to air during Owls football games, as well as on such popular streaming networks as Hulu, YouTube and other over-the-top TV available over the internet.

鈥淥ur new brand symbolizes all we that we stand for as a university and a community,鈥� Wheelwright said. 鈥淚t鈥檚 a commitment and a promise to our students, faculty, staff, alumni, neighbors and supporters. It鈥檚 the spirit that helps bind all of our audiences together, unifying and inspiring our KSU family with a common sense of purpose and identity.鈥� 

A leader in innovative teaching and learning, 网红头条 offers undergraduate, graduate and doctoral degrees to its more than 47,000 students. 网红头条is a member of the University System of Georgia with 11 academic colleges. The university’s vibrant campus culture, diverse population, strong global ties and entrepreneurial spirit draw students from throughout the country and the world. 网红头条is a Carnegie-designated doctoral research institution (R2), placing it among an elite group of only 7 percent of U.S. colleges and universities with an R1 or R2 status. For more information, visit kennesaw.edu.