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Similar but different: How University College Cork created a brand identity for Alumni and Development (and brand value for the wider university)
Journal of Education Advancement & Marketing,
8
(1),
30-46
(2023)
Abstract
This paper analyses how University College Cork successfully created a unique and vibrant brand identity for their Alumni and Development office while simultaneously creating value for the overall brand of the university. It reviews the challenges that exist for many higher education marketing teams in complying with overall university brand guidelines, yet successfully creating an alumni and development brand identity to meet the needs and wants of their target audience. The ‘Connecting You’ visual identity innovatively uses the key motif to connect alumni back to their alma mater on both a metaphorical and literal level. Drawing upon University College Cork's experience in creating a meaningful visual identity from the ground up, the data-driven research, traditions and components for success will be identified. You will be taken on a creative journey outlining the steps taken to develop a new vibrant alumni and development brand identity — focusing on the power of symbols, effective storytelling, compelling multi-media content and emotive design that evokes a sense of connection and opportunity with the university.
Keywords: brand; brand development; visual identity creation; University College Cork; Connecting You
The full article is available to subscribers to the journal.
Author's Biography
Kate Mcsweeney is the Vice-Chair of the newly established CASE UK & Ireland Cabinet. In her role as Director of Communications, Alumni and Development at University College Cork she leads integrated communications and marketing strategies to advance the University's Alumni Engagement and Fundraising plans and goals, with a key focus being the growth of the University's philanthropic programme. Kate has won national and international awards, including a CASE Circle of Excellence Award for innovative and creative brand development and initiatives that successfully connect a university with its alumni, supporters and friends. She is a strategic communications professional with outstanding creative flair. Kate leads the implementation of the communications and marketing strategy for Alumni and Development that focuses on ongoing (annual and major giving) and campaign-related fundraising, alumni engagement activities and goals, as well as the enhancement of web and new digital platforms. She plays a pivotal role in determining and developing both targeted and broad-based communications and marketing initiatives for internal and external audiences/stakeholders. Recognising that digital channels and platforms are constantly evolving, she is well-versed in trends and developments in digital communications and fundraising, and constantly identifies best methods and initiatives to reach priority audiences.
