In 2019, CMU began the process of rebranding itself. Following six month’s worth of research, we began developing brand strategy to support the findings of our research. In the wake of the pandemic (which hindered our ability to shoot new photography, and video and interview students), our timeline for launch was accelerated from December 2020 to September 2020. Last September, Central Michigan University launched our new brand: We Do. Centered on the distinctly engaging educational experience CMU prides itself on, the “We Do” brand is all about action in learning, and the real-world outcomes that approach provides students and alumni.
For an institution of our size, and with a decentralized model for marketing and communications, success in rebranding the university was dependent upon a supremely coordinated effort from the central office. Coordinated internal communications, abundant training opportunities for our colleagues throughout the university, updating signage and graphics throughout campus, updating all advertising and recruitment creative, and an internal web presence as a resource for communicators, complete with templates and downloads for easy use, were all part of this effort.
