While the St. Ambrose brand is something that's lived, you can also see it in a number of new publications and online tools that reinforce the university's distinctions. This past fall, the "goal/reality" campaign was launched to emphasize the outcomes of a St. Ambrose education, the real value of an Ambrose degree, and the demand by employers for our well-rounded graduates.
Through student, alumni and faculty profiles, the campaign seeks to underscore Ambrose's value-added and "values-added" distinction: how, although students may come to St. Ambrose with a firm goal in mind, here they gain a greater perspective of themselves and their place in the world that's unexpected and yet so much more meaningful. These Ambrosian portraits hopefully resonate with individuals who are looking for just such an educational experience, as well as with those who already identify themselves as Ambrosians.
Publications such as the university's new undergraduate viewbook debuted this year, and prospective students are saying that the message is not merely different, it reflects something they want in their college. And, "current students are saying, ‘This is definitely Ambrose,'" says Meg Halligan '89, director of undergraduate admissions.
The branding campaign has also made its way into graduate recruitment efforts, with new program brochures highlighting the outstanding contributions Ambrosians like Tracy Dietsch and Tom Bowman are
making in their communities.
"The approach allows us to recruit not just any student, but a student who is the best fit with the university-students poised to embrace a great educational experience and graduate living the values of St. Ambrose," says Linda Hirsch, assistant vice president of communications and marketing.
The retooled sau.edu Web site, often a prospective student's or parent's first impression of Ambrose, continues stories introduced in print publications and invites further engagement by leveraging social media in new and exciting ways. There's even Ambrosian "wallpaper" available for downloading to computer desktops and phones.
Hirsch says additional elements of the branding campaign are being launched almost monthly, from billboards to e-newsletters to advertisements–even a brand guide for Ambrosians new and old to live by. And, she says, these tools will evolve with the university's needs.
"Expect to see more St. Ambrose blue and white around the region and online," she says. "This is just the beginning."