Kent State drops old brand, opts for ‘On With Purpose’
President Beverly Warren speaks to a large crowd at the university rebranding event on Monday, Feb. 1, 2016. Last year, Kent State unveiled “Undeniably Kent State” as the brand name, but this will soon change to “On With Purpose.”
September 13, 2017
Kent State’s new branding campaign is entering its next phase, replacing “Undeniably Kent State” with “On With Purpose.”
The new phrase is part of the rebranding plan, which focuses on individuals and their purpose. Whereas “Undeniably Kent State” had community in mind, the next phase is solely for Kent students, alumni and potential students.
The announcement was made during the Board of Trustees meeting on Sept. 13.
Karen Clarke, the senior vice president for strategic communications and external affairs, presented the new campaign to board members.
“What ‘Undeniably Kent State’ means is that we create an environment here at Kent State University that isn’t just focused on helping you get your degree,” Clarke said. “We also are very committed to helping you find your passion, find your purpose.”
“On With Purpose” will launch this fall and begin by focusing on prospective students attending high school in Northeast Ohio.
Clarke spoke on the key role media plays in today’s students’ lives. By using what she calls focused digital advertising, Clarke wants to create video testimonials from current students and alumni talking about how Kent State helped them find their purpose.
Carly Evans, a student board member, sees the importance of this personalized advertising.
“I can go on Kent State’s website as a prospective student and see that (Kent State) wants to help me find my purpose. I can read a news article about how (Kent State) is in the top 100 public universities,” Evans said. “But when I get an ad that’s directed to my certain interests, I think that reaches so perfectly with students being able to implant themselves into specific stories.”
“On With Purpose” will not just cater to prospective students, but current students and alumni as well.
“We want alumni to understand that we appreciate the stories and highlight the great things that they’re doing that we really haven’t talked about much before,” Clarke said.
This transition is set to span over the next few years and build on the campus’ sense of community and hard work.
Kelsey Meszaros is the student affairs reporter. Contact her at [email protected].
