Brand

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Brand Messaging Project Overview

CWU Public Affairs, in partnership with Campbell & Company, is guiding CWU’s brand messaging project. The goal of the project is to make it easier to tell our story with a clear, authentic brand, and elevate our recruitment, marketing, storytelling, and fundraising efforts.

The project unfolded through discovery engagement sessions to call forth our brand promise and distill our brand anthem. In the town hall conversations that followed, our community discussed emergent insights and themes that informed the draft brand messaging platform. From there, a team of marketing, communication, and web personnel finalized branding tools and planned rollout and implementation. The rollout process, guided by Public Affairs, will focus on living our brand and embracing a relational approach.

Brand Council

We formed the CWU Brand Council to assure the strategic and intentional adoption, implementation, and maintenance of CWU’s new brand. The council is responsible for advising Public Affairs as needs and opportunities arise. It is centered on a relational approach to build branding capacity across the university. Its purpose will be to:  

• Serve as key liaisons between Public Affairs and other units with marketing and/or communication functions  
• Meet regularly to coordinate and advise on ongoing implementation of brand messaging and help maintain brand cohesion across university communications  
• Advise on brand messaging so we maintain a consistent voice and refresh materials as needed  
• Represent and advance consistent brand messaging in their units and among their colleagues  
• Identify issues or questions emerging in brand messaging implementation across the university and bring them for discussion

Council Members

• Andrew Morse
  Public Affairs
• Mary Eberhardinger
  College of Arts and Humanities
• Barb Arnott
  Public Affairs - Creative Services
• Marty Romero
  Public Affairs - Web Services
• Dave Leder
  Public Affairs - Communications
• Annie Young
  University Advancement/Foundation
• Della Gonzales
  Provost's Office
• Alexa Orcutt
  CWU Centers
• Coco Wu
  College of Business
• Ash Perron
  College of Education and Professional Studies
• Dannica Price
  College of the Sciences
• Emilie Hobert
  Student Engagement and Student Success/Auxiliaries Enrollment Management
• Hayley Harrell
  Student Engagement and Student Success/Auxiliaries Marketing
• Lola Gallagher
  Student Engagement and Student Success/Auxiliaries Publicity
• Steve Wenger
  Student Engagement and Student Success/Auxiliaries Wildcat Shop
• Josh Wetzler
  Athletics