Branding for the Drexel University School of Information Science & Technology

For the College of Information Science & Technology at Drexel University we created a Marketing Plan in support of the College's strategic plan, to help identify actionable steps focused on growth. This provided the foundations of Branding the College so that key targets could be reached and motivated to consider becoming either undergraduate or graduate students, partners in the COOP program or supporters.

Following is a brief overview of the conclusions and results of the Drexel IST Planning and Branding program.

The Situation:

The ability to teach, conduct research, secure funding and other research and to build a reputation is ultimately a function of the number and quality of students enrolled.

The Solution:

Based upon the research undertaken in the marketing planning process, the Key Communication Threads upon which the Branding development was based were:

Prospect Profiles

"They're talking to ME."

Outcomes (ROI)

"I will SUCCEED"

The Branding recommendations were based upon the following positioning statement:

Drexel's College Information Science and Technology uniquely provides a career focused program that delivers a high return on the education investment for motivated, focused students who know where they want to go.

In service to the following definition of the field itself:

The practice of Information Science is the integrating of people, data, organizations and technology to manage information resources.

Having created the basic elements of the Branding program, an integrated suite of touchpoint-specific vehicles, consistently applied was devised. This included everything from the most trivial stickie pad to the most widely distributed outreach document.

Click on any of the thumbnails below to see examples of the branding system in use.

Web Page

Brochure

Flyer

Newsletter