Institution-Wide Branding Programs

General Observations

30 entries

A panel of 11 judges, representing a range of small and large public and private colleges and universities, evaluated entries in the Institution-Wide Branding category. After concurrent sessions in which two- or three-person teams reviewed six projects each, the full panel reconvened to review each entry as a group. Entries were evaluated on several aspects, including research-based planning, clear positioning, smart strategies/tactics, cross-disciplinary integration, creative flair/execution, and assessment of results. Based on these criteria, one Grand Gold, one Gold, one Silver, and two Bronze awards were given. The judges also chose two entries to receive Merit awards.

Some entries (solely graphic identity programs) were eliminated from consideration because they did not fit the category. Other entries were eliminated due to lack of coherency, integration, messaging, a marketing plan, evidence of assessment, or results; limited research; weak execution; or creative execution that was not up to contemporary standards. For those projects without strong results, the judges recommend resubmitting for the 2008 awards.

Comments on Winning Entries

Grand Gold Medal

University of Minnesota

• Large institution with consistent message. Strong research. Fabulous linkage to aspirational goal. Message supported by excellent creative execution. Great branding website. Strong outcomes. Engaged audience. Spoke to purpose. Good new materials and integration of old materials. Excellent campaign structure.

Gold Medal

University of Central Missouri

• Recognized their own limitations, consistent. Limited budget but great execution. Courageous communicator. Very nice collateral materials.

Silver Medal

Wellington School

• Lots of research, including competitive analysis. Clear messages, consistent, good creative. Well-integrated across all tactics, held together very well. Strong visuals/creative support positioning. No results or marketing plan.

Bronze Medals

Loyola University Chicago

• Great campaign that resonates. Engaged, consistent, values-focused. No specific results. Good use of a political tagline that means something to the target market. Effective positioning and research. Strong language, great creative flair/execution.

University of Central Florida

• Excellent research, positioned well, complete, integrated, effective. Very comprehensive.

Merit Awards

University of Exeter

• Excellent focused market research and findings. Clear positioning. Consistent without being repetitious. Elegant.

University of Wisconsin – Milwaukee

• Well-grounded, impressive research, wonderful tagline. Too early for most results. Plan and execution need more description. Well-integrated. Good Web integration.