Brand idea captures Queen's spirit of initiative
Over the past year a project to develop a clear articulation of Queen’s has been led by Marketing and Communications. The Oil Thigh, Tricolour and purple jackets are all recognizable Queen’s symbols, but what really sets this school apart from other universities?
“The brand idea – A Spirit of Initiative – underscores that it is our people who make Queen’s distinct. Queen’s people have an ambitious spirit. They are passionate about what they do and about making a difference in the world,” says Kathleen Vollebregt, Director, University Marketing.
The idea, approved by the Board of Trustees, provides a solid foundation to build all university communications and marketing efforts. The process of developing the brand idea involved quantitative research and engaged faculty, staff, students, alumni and prospective students in a number of activities, including focus groups.
“A spirit of initiative truly reflects the experience of many different Queen’s audiences,” says Principal Daniel Woolf. “This brand idea will help us tell engaging stories about Queen’s that differentiate us from the ‘sea of sameness’ that’s out there.”
Workshops will be held across the university community to identify ways the brand idea can be applied to existing marketing and communication initiatives. The brand idea will also inform the development of the theme for the upcoming campaign in conjunction with the fundraising priorities for Queen’s.
For more information on the process or upcoming workshops, please contact Kathleen Vollebregt or Helena Debnam, Executive Director, Marketing and Communications.