Northern Arizona University unveiled the centerpiece of its new marketing campaign Monday afternoon: a navy blue and sage green crest with symbols representing a pine tree and mountains.
NAU is banking on the logo change, along with a slogan of “The Difference that Matters,” to reverse a trend of declining Mountain Campus enrollment and low student retention and graduation rates.
In place of a mountain silhouette — the university’s primary logo since the mid-1980s – is a crest with a stylized pine tree and mountain. In line with the simplicity of the logo are more muted tones. Gone are the royal blue and gold school colors, replaced by navy blue and sage green.
The gold is not entirely banished, but will only be used as an accent, and not in the new logo, according to NAU literature.
The new logo is part of the $325,000 contract that NAU has with Lipman Hearne, the company responsible for creating a master plan for the university’s marketing campaign.
The university has budgeted $600,000 to implement the new marketing efforts, including the new image and a theme: “The Difference that Matters.”
The purpose of the marketing campaign is to unify what NAU is about and what it has to offer to students and the community.
NAU is battling declining enrollment and keeping students past their freshman year. At its peak, NAU had 20,131 students in 1995. This fall there were 19,147 students. The entire falloff and more — about 1,700 students since 1998— has been felt on NAU’s main Flagstaff campus.
The marketing campaign is to help NAU create a unified message and target its audience better. The slogan is to help NAU with a basis for its message to prospective students and the community.
NAU arrived at this point of its marketing strategy after months of focus groups and online and telephone surveys conducted by Lipman Hearne. Then, the marketing company helped design the new logo and message.
The firm was hired in January 2004. It will follow up with an evaluation after the marketing campaign is implemented. Reporter Sara Kincaid can be reached at 556-2250 or [email protected].
http://www.azdailysun.com/non_sec/nav_includes/story.cfm?storyID=104290#morephotos
NAU is banking on the logo change, along with a slogan of “The Difference that Matters,” to reverse a trend of declining Mountain Campus enrollment and low student retention and graduation rates.
In place of a mountain silhouette — the university’s primary logo since the mid-1980s – is a crest with a stylized pine tree and mountain. In line with the simplicity of the logo are more muted tones. Gone are the royal blue and gold school colors, replaced by navy blue and sage green.
The gold is not entirely banished, but will only be used as an accent, and not in the new logo, according to NAU literature.
The new logo is part of the $325,000 contract that NAU has with Lipman Hearne, the company responsible for creating a master plan for the university’s marketing campaign.
The university has budgeted $600,000 to implement the new marketing efforts, including the new image and a theme: “The Difference that Matters.”
The purpose of the marketing campaign is to unify what NAU is about and what it has to offer to students and the community.
NAU is battling declining enrollment and keeping students past their freshman year. At its peak, NAU had 20,131 students in 1995. This fall there were 19,147 students. The entire falloff and more — about 1,700 students since 1998— has been felt on NAU’s main Flagstaff campus.
The marketing campaign is to help NAU create a unified message and target its audience better. The slogan is to help NAU with a basis for its message to prospective students and the community.
NAU arrived at this point of its marketing strategy after months of focus groups and online and telephone surveys conducted by Lipman Hearne. Then, the marketing company helped design the new logo and message.
The firm was hired in January 2004. It will follow up with an evaluation after the marketing campaign is implemented. Reporter Sara Kincaid can be reached at 556-2250 or [email protected].
http://www.azdailysun.com/non_sec/nav_includes/story.cfm?storyID=104290#morephotos
