student affairs marketing crash course

CRASH COURSE

Student Affairs Marketing

1. STUDENT AFFAIRS

2. AUDIENCE

3. DESIGN PROCESS

4. STYLE SHEETS & WEBSITE

5. MOVING FORWARD

STUDENT AFFAIRS

MISSION“What students do during college counts more for what they learn and whether they will persist in college than who they are or even where they go to college.”

- George Kuh

VISIONSTUDENT AFFAIRS

MISSIONSTUDENT AFFAIRS

Boise State University Student A�airs connects with students to provide vital services, resources, and learning opportunities preparing them for work and life beyond the blue.

As a result of our work every Boise State student is more self-aware, community oriented and prepared to change the world.

SATISFACTION

ACHIEVEMENT IN THE CLASSROOM

RETENTION

PERSISTENCE

EDUCATIONAL DEVELOPMENT

CRITICAL THINKING SKILLS

INTEREST IN WELL-BEING OF OTHERS

SELF-CONFIDENTDECISION MAKING SKILLS

BETTER PREPARED FOR POST-COLLEGIATE LIFECAREER ADVANCEMENT

INVOLVEDGET STUDENTS

CHANGE THE WORLDSO THEY CAN

students can get involvedBEFORE

they can change the world

That’s where we come in.

BEFORE

THEY NEED TO KNOW WHAT OPPORTUNITIES ARE AVAILABLE.

AUDIENCE

BOISE STATEUNIVERSITY

POTENTIAL BOISE STATE STUDENTS & BOISE STATE ALUMNI

Communications & Marketing, Admissions, the Alumni Association

BOISE STATEUNIVERSITY

CURRENT BOISE STATE STUDENTS

Student A�airs Marketing

CRAZYBUSY

OVERWHELMED WITH CHOICES

DON’T READ

SHORTATTENTION SPANS

DESIGN PROCESS

LITTLE BRANDINGLOTS OF VARIETY

Where We Started:

STRONGLY BRANDEDLITTLE VARIETY

Boise State Brand:


Where we started:

Too focused on the “small picture.”

Little department or divisional affiliation.

Little brand recognition or coorelation with university.

Do not stand apart from non-Boise State

marketing materials.

Too focused on the “big picture.”

Little department or divisional affiliation.

Cost of learning about involvement is too high.

Marketing materials blend together with a lack of nuance and dimension.

STRONGLY BRANDEDLITTLE VARIETY

Boise State brand:

It’s an affiliated brand that tells a specific

story to a specific audience segment.

Sub-brands are different chapters of the same

book, and they fit with the overall plot.

WHAT IS A SUB-BRAND?

– Zehno Cross Media Communications

“Building successful sub-brands is different from the free-for-all

that exists where there’s no central brand and every unit just

wings it. A sub-brand is strategic, it echoes the themes of the

institutional brand and it exists to highlight reputation-building

programs aimed at specific audiences. Successful sub-brands

might change up the university slogans or styling, but they tell

the same institutional story.

If nurtured and in sync with the overall brand, these sub-brands

add to the public’s understanding of an institution and amplify

the good will directed toward it.”


SUB-BRANDSWITH NUANCE

Where we started:

Our ideal Position:

STRONGLY BRANDED LITTLE VARIETY

Boise State Brand:

STYLE SHEETS & WEBSITE

1. Audience

2. Cost

3. Prior marketing investment

4. Common elements from past materials

5. New Boise State brand

6. Practicality

FACTORS:

MisconductParents and

FamiliesOther

Services FORMSLegal

ServicesCAREPhone #

PMS 286#0039A6

PMS 172#F9461C

49E #213553

PMS 151#FF7900

4ES#2270AC

PMS 159#C75B12

02X#838487

GLYPH

ZAPF

DINGBATS

U + 274

GLYPH

ZAPF

DINGBATS

U + 274Office of the Dean of Students

IDENTITY TOOLBOXDEAN OF STUDENTS

BULLETS

This is the university approved logo for

the Dean of Students

The Dean of Students color palette begins with the University School colors and are followed

by complementing colors derived from the Boise State secondary color palette.

A diagonal stripe is the identifying pattern for Dean of Students material. It is usually laid over

solid colors and imagery at a reduced opacity for subtle texture.

The following icons have been designed specifically for the Dean of Students services. Below is

a reference list to indicate which services each icon represents. Use the Icon when appropriate.

The following glyphs are from the Zapf Dingbats type and are used as bullets.This is a sub identifier for the Dean of

Students. It must never be used as a logo

or separate from the university logo.

FORMS, SHAPES & APPLICATION

UNIVERSITY LOGO AND SECONDARY IDENTIFIER

COLORS, PATTERNS, AND ICONS

A rectangle with a 45 degree angled notch in the bottom right or left is the Dean of Students

identifying shape. Below are the varations available for use.

Gotham and Garamond are the approved fonts per University brand standards.

TYPOGRAPHY

IDENTITY TOOLBOXSTUDENT INVOLVEMENT AND LEADERSHIP CENTER

ILLUSTRATIONS & INFOGRAPHICS

This is the university approved logo for the

Student Involvement and Leadership Center.

Clean linework of bold and light tones is used when creating illustrations and/or infographics.

Fill colors must be different from the color of the lines themselves, and chosen from the

department color palette.

This is a sub identifier for the Student

Involvement and Leadership Center. It must

never be used as a logo or separate from the

university logo.

UNIVERSITY LOGO AND SECONDARY IDENTIFIER SHAPES & PHOTOGRAPHY

Parenthesis are the identifying shapes

for the Student Involvement and

Leadership Center. They are meant to

encircle items of interest.

Photography is bold, featuring high

contrast and saturated colors.

The Student Involvement and Leadership Center’s color palette is based on complementing

colors derived from the Boise State secondary color palette and University colors.



TYPOGRAPHY

PMS 151#FF7900

0/55/100/0

PMS 285#0073CF

90/48/0/0

4EW RUSH#2D4174

100/84/25/13

PMS 2995#00A9E087/1/0/0

01P DK STEEL#6D6D700/0/0/70

PMS COOL 5#B2B4B315/9/8/22

79R SUN#ECB930

0/29/100/0

SILCStudent Involvement and Leadership Center

PMS 286#0039A6PMS 172#F9461C

IDENTITY TOOLBOXMULTICULTURAL STUDENT SERVICES

This is the university approved logo for

Multicultural Student Services.

This is a sub identifier for Multicultural

Student Services. It must never be used as a

logo or separate from the university logo.


SHAPES, PHOTOGRAPHY, TEXTURE

The identifying shape for Multicultural student services is a hand painted circular swoop. This

organic shape is balanced by a modern noise grain texture and a subtle color filter over

photography that is stacked in nice geometric blocks.

Multicultural Student Services’s color palette is based on complementing colors derived from

the Boise State secondary color palette and University colors.



TYPOGRAPHY

MSSMulticultural Student Services

02W BEST#4C5B52

72/47/63/32

2BB AMBER#B4835F

0/41/57/24

741 TWINE#DBB77E8/28/57/0

4ET BLUE#264B54

96/56/53/36

49E LIBERTY#213553

100/80/38/37

WARM RED#F7403A

0/86/80/0

PMS 184#F4587A

0/76/32/0

PMS 286#0039A6PMS 172#F9461C

IDENTITY TOOLBOXWOMEN’S CENTER

This is the university approved logo for the

Women’s Center.

This is a sub identifier for the Women’s

Center. It must never be used as a logo or

separate from the university logo.


SHAPE, PATTERN, & REPEATING ELEMENTS

The identifying shape for the Women’s Center is a square with rounded corners, with circles as

a complimenting shape. They work in tandem with a dot pattern and an organic, plant-like

motif. All graphic elements are used with an organic, curvilinear emphasis; they “flow” across

the page.

The Women’s Center’s color palette implements complementing colors derived from the Boise

State secondary color palette in soft, muted tones. They are often mixed and overlayed on top

of each other with varying opacities.



TYPOGRAPHY

LIME GREEN#B1BE45

37/10/100/0

3CH ENERGY#284C97

94/0/30/2460%

51 L COURT#46398C

88/95/4/035%

69X TEAM#7E1F39

28/100/71/2545%

PMS COOL 5#B2B4B315/9/8/22

WCWomen’s Center

69X 45% OVERLAY

MOVING FORWARD

– Zehno Cross Media Communications

“When managed well, sub-brands benefit

by being linked to the bigger brand, and

they ultimately strengthen the parent

brand by adding dimension.”

student affairs marketing crash course

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