Branding initiative endorsed, adopted by Board of Regents

Details on efficient promotion, marketing of CU coming soon

The University of Colorado Board of Regents last week unanimously passed a resolution that "adopts and endorses" the university's branding initiative. The resolution, co-sponsored by Board Chair Steve Bosley and Regent Stephen Ludwig, also stated that "the university is adopting a shared services approach for the efficient use of resources, including how the university promotes and markets itself."

The resolution vote came after a presentation by Ken McConnellogue, associate vice president for university relations, who told the board that branding is one of several related initiatives aimed at enhancing university interactions with key stakeholders, including alumni, donors, elected officials, business and community leaders, and faculty, staff and students.

McConnellogue told the regents the initiatives focus on how CU presents itself (visually and with messages), how it gathers, manages and uses data; how it communicates with stakeholders, particularly alumni; and building a statewide network of advocates.

"The broad goal is to improve efforts in fundraising, legislative relations and enhancing our reputation and image," McConnellogue said.

The final steps in the branding project will be finalizing the identity standards guidelines, the road map for using visual images, and final refinement of key messages, he said. Also, communications staff from the campuses and system have developed an implementation plan, which the president and chancellors are reviewing. The overall goals of the project are to develop a coordinated, consistent brand identity with common messages and identity guidelines that promote the collective strength of the university and the distinctness of the campuses and affiliates.

McConnellogue said the university community will soon hear from President Bruce D. Benson about next steps. Benson provided an update last week on the initiatives to engage stakeholders.