UW Oshkosh Brand Messaging FAQs

The following provides information to enhance your understanding of UW Oshkosh's brand. If you have questions not answered here, we encourage you to contact Integrated Marketing & Communications.

Why do we have a brand?

The University brand is central to who we are as an institution and as a campus community. It is one of the most powerful and valuable assets we have and it supports the institution's educational mission, as well as its recruitment, retention and outreach goals. It provides a way to consistently convey to all constituencies the quality of, and appreciation for, the University.

The concepts that form the University's brand platform impart clarity, consistency and genuineness to the way we speak about ourselves. They strengthen and enhance connections between our institution and its many audiences and stakeholders.

Brand guidelines were created so that every area of the University would have the information and resources 

to develop and maintain communications — whether they appear in print, online or in outreach media — that support the UW Oshkosh brand. These guidelines provide structure while offering the flexibility necessary to meet specific needs and promote creativity.

How was the brand platform developed?

The development of UW Oshkosh's brand strategy involved numerous collaborations and input from internal and external constituencies. This effort, while initially championed by the Integrated Marketing & Communications Development Committee (charged 2006 to 2007), and Integrated Marketing & Communications Department (established in 2007), included support from students, and shared governance through research, discussion, listening sessions, surveys and focus groups.

The development of the University's brand appears to be a complicated process — how much did it cost?

It would be typical for an institution with the size and scope of UW Oshkosh to hire external consultants to conduct research, create and launch an institutional brand at a cost of up to $1 million or more. However, with the exception of $32,000 spent approximately 2 years ago to support the initial development and design of the University’s website and to update photography, the campus leveraged the expertise and creativity of our faculty, staff and students as well as reallocating existing resources to support this effort.

How do I use our brand platform?

As an expression of the things that make UW Oshkosh distinct, our brand platform is the best source of "talking points" when communicating with our various audiences. Keep our brand attributes, promises, personality and other platform elements in mind as you formulate messages about the University, such as letters to parents of incoming students, PowerPoint presentations to constituent groups, or text for a program brochure. Where appropriate, try to incorporate phrasing from those platform elements, as well as our brand keywords, in your 

messaging. Of course, it's not necessary, or even advisable, for every 

communication to reference every facet of our brand; judicious use is best. As we all work to communicate these key phrases and concepts, our messaging will begin to resonate in a consistent manner across all audiences in the marketplace.

Why is an Integrated Marketing & Communications strategy critical to the University's success?

Integrated marketing and communications not only supports the immediate needs of UW Oshkosh, but also 

helps align the long-term strategies that enable the University to move forward. As such, Integrated Marketing & Communications is instrumental in helping the University achieve its key goals, including: 

• attracting and retaining talented students, faculty and staff; 
• enhancing learning outcomes for all students; 
• maintaining our reputation as one of the Midwest's leading comprehensive universities; and 
• establishing centers of academic quality, effective partnerships and collaborations that enhance public and private support.

What do I need to know about trademarks and licensing?

The University is committed to protecting its trademarks, and has strict policies regarding usage and licensing. Additional information can be found in "Advice, Guidance and Approvals"; questions may be directed to Integrated Marketing & Communications, or to Kathleen Kaltenbach, Director of Licensing, University Books & More.

May I modify the University identifiers for a special occasion or event?

Special occasions and events sometimes call for unique treatment with regard to identifiers. These include significant milestones, such as anniversaries, conferences, special events, performances or fundraising activities. Within the framework of the University's brand guidelines and with prior approval from the Integrated Marketing & Communications Brand Review Team, special identifiers may be developed for these occasions. Please refer to "Special Events" for further information.

My unit receives funding from external resources. How do I incorporate the sponsor's logo into my design?

Layouts should include the identifiers of all sponsors, including the UW Oshkosh wordmark. The identifiers accompanying UW Oshkosh's wordmark should not exceed the size of the wordmark.

Do I need to secure approval to create marketing materials for my college, department, unit or event?

You are invited and encouraged to work in close partnership with the Integrated Marketing & Communications department to envision, develop and implement the most appropriate marketing materials to meet your short- and long-term goals. IMC staff members also can help to facilitate collaborative marketing efforts across the campus to ensure consistent messaging and the efficient use of resources.

How do I access the University wordmark, logos, templates, etc., online?

Go to the UW Oshkosh Identity Library.

How do the new University brand guidelines affect my college or unit communications?

The University's brand is much more than a logo or a wordmark — it actually encompasses everything that makes UW Oshkosh distinct and all that the institution has to offer students, alumni, faculty and staff, and the greater community.

It is natural that over time individual programs, departments, colleges and divisions have developed their own visual look and messaging. UW Oshkosh is not alone in this respect, as many universities across the nation find themselves in the same position. And, indeed, best practices in marketing indicate there is nothing wrong with having sub-brands.

Sub-brands, however, must play a role in helping to support and shape the institution's distinctiveness. They are not mutually exclusive to the overall brand. Simply put, a sub-brand cannot exist in isolation nor be effective without the parent brand.

Detailed information about sub-branding can be found in "Identification of Colleges and Other Individual Units".

How will we know if our branding efforts are working?

Branding can only be considered successful to the extent that it helps the University achieve its goals. See "Long-Term Brand Success" for a list of key indicators of our long-term brand success.

How can I learn more about using the brand guidelines?

Integrated Marketing & Communications frequently holds brand workshops to help members of the campus community derive maximum value from the brand for their colleges, departments and other units. Everyone is welcome!

In addition, members of the IMC team are always happy to consult with you individually about brand issues large and small. Contact your account liaison, or the IMC office, anytime.

Who and what is Integrated Marketing & Communications?

University Relations at UW Oshkosh changed its name in late 2006 to Integrated Marketing & Communications (IMC) to reflect the department's expanded campus services and its broadened focus on enhancing the UW Oshkosh brand and moving the institution forward.

Integrated communications is about everybody working together to articulate a consistent message across the University of Wisconsin Oshkosh. In order to portray a unified brand, and ultimately for us all to portray the University in the most effective manner, the University's key messaging and visual look and feel must be consistent. In addition to each of us, Integrated Marketing and Communication is responsible to ensure that we, as an institution, maintain consistency. That's not to say there isn't room for creativity or sub-branding of specific programs, as appropriate, to reach our various target audiences.

As defined by the American Association of Advertising Agencies, integrated marketing and communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines, including advertising, public relations, personal selling, and sales promotion, and combines them to provide clarity, consistency, and maximum communication impact."

How is the University brand articulated as being authentic? How does it support the University's commitments to sustainability and inclusive excellence?

By telling stories of actual members of our campus community and using contemporary photography of the campus, our brand authentically represents the University to all its constituencies. In turn, through some of our key brand promises, which are memorable claims that we own and live, we support the University's commitments to both sustainability and inclusive excellence. In our brand promise to the environment, we state that we use resources responsibly, and demonstrate leadership in environmental, social and economic sustainability. In turn, in our brand promises to students, faculty and staff we emphasize celebrating and encouraging diversity, inclusivity and healthy dialogue.

How does Integrated Marketing & Communications work with me?

There are a number of ways work with IMC. If you need help with news or media relations, contact Alex Hummel, associate director, news and public information, at (920) 424-1398 or hummela@uwosh.edu.

If you need help marketing an event or program, you can start by contacting your account liaison or filling out the Request for Services form.

Your liaison will help you brainstorm possibilities and navigate through the project intake process. To find your account liaison, visit the Getting Started with IMC section.

Does Integrated Marketing & Communications charge for its services?

Integrated Marketing & Communications does not charge for time or development of materials needed to complete a project. However, posters, brochures, programs and so forth are printed outside of IMC, either by printers on campus or commercial vendors and, therefore, incur a cost. In addition, IMC requires extra copies of printed copies for archiving. Marketing projects that are entirely digital or Web-based, such as e-announcements and websites, do not incur a cost.

Where can I learn more about having marketing materials printed?

Some materials can be printed on campus; others must be printed by external vendors.

Document Services can print black-and-white and some color work cost-effectively, and meet limited additional production requests (e.g., cutting, binding, collating and folding). In addition, Document Services provides printing services for University business cards.

More information, including details about pricing and turnaround times, can be found at http://www.uwosh.edu/departments/admin_serv_old/docserv.htm, or you may contact Document Services at (920) 424-1122.

The State of Wisconsin Department of Administration regulates the procurement of printing from outside vendors. Faculty and staff are not authorized to directly purchase printing from outside vendors. All printing orders, including letterhead and envelopes, must be processed through the University Printing Manager, Brian Klinger. Contact Brian at (920) 424-0317 or email klingerb@uwosh.edu.

More guidance on printing with external vendors can be found in "Printing Information".

What is the brand review team, and what is its purpose?

The Integrated Marketing & Communications Department, in collaboration with various departments and units across campus, works to ensure a consistent institutional visual identity for UW Oshkosh.

For questions or to request assistance with brand review, email brandreview@uwosh.edu or call (920) 424-2442.

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