August 3, 2020
University launches new brand campaign
Dear university community,
In a summer that has been dominated by planning for the safe return of students to K-State campuses this fall, there has also been a lot of great work going on in other areas. Today we'd like to share the university's new brand campaign, which has officially launched in support of the strategic enrollment management, or SEM, initiative.
The Don't Make the World Wait campaign is the culmination of a nearly yearlong research and creative development process led by the ad hoc marketing/communications team in conjunction with K-State's external partner, BVK.
- Research and discovery began in August 2019, with a series of stakeholder interviews and focus groups throughout the fall semester.
- In December 2019, university communicators were invited to learn about BVK's findings and recommendations, with creative direction identified and shared with university communicators in spring 2020.
- Since that time, marketing/communications staffers across the university have been working to bring the campaign to life across a variety of initiatives.
- The campaign officially launched this past Saturday, Aug. 1, in paid digital media efforts across our target markets.
Fully integrated across all media, we created a new institutional spot that will air in broadcast and digital this year that truly brings the campaign to life: https://www.youtube.com/watch?v=xfaYap20LXE&feature=youtu.be.
The development of a strategic, universitywide, values-based brand campaign directly supports the first marketing goal outlined in the university's SEM plan: Creating a more unified brand and messaging strategy. Additionally, the campaign and brand development work has been carefully coordinated with the university's 2025 refresh efforts, ensuring consistency across the board.
Please review the university's brand campaign framework, updated brand guidelines and brand campaign creative toolkit, all available on the Division of Communications and Marketing website. eID/password are still required to access at this time.
I want to thank the ad hoc marketing/communications team for their extraordinary work on this initiative. Countless others across the institution contributed to all phases in the brand development process. During this time of great uncertainty in our world, the Don't Make the World Wait campaign offers a window into the best of K-State: Our optimism, the opportunities we create and our dedication to creating a better future.
Here's to a brighter future and continued efforts to speak with one voice.
Vice president for communications and marketing