Research leads to new integrated marketing initiative
New Paltz unveiled a new logo on April 21 as the first part of a larger college-wide integrated marketing initiative that has been developed through several years of research.
The new official New Paltz logo is a mark consisting of a customized icon, typography and the College colors -- orange and blue. The strength of the new icon for the College is in its ability to be interpreted in many ways. Research participants suggested “the mountain,” “the new Student Union addition,” “an open door.”
“It was seen as progressive and future oriented,” said L. David Eaton, vice president of Enrollment Management and chair of the College’s Brand Marketing Task Force. “All of these interpretations are reflective of the elements of our positioning statement—focus on our very appealing location, our student centeredness, accessibility, and all in a creative and forward moving environment.”
Informed by focus group and survey data from students, faculty and staff, alumni, parents, prospective students and the general population, the College’s Brand Marketing Task Force worked diligently with a consultant to develop ways in which the College can clearly communicate the essential elements of the culture of New Paltz – the attributes that have lead to it becoming one of the most well-regarded public colleges in the nation.
With limited resources, the College will now begin to “roll out” slowly a campus-wide, integrated marketing effort led by a style guide that will help to inform how the campus community speaks about and presents itself in a variety of different venues, including the most visible area – the Web site.
The changes include a “face-lift” on the College’s home page and most academic and administrative department pages. This update includes the College’s new logo, as well as an updated color scheme that better complements the logo.
This minor update to the Web design will be the first in five years to the College’s standard template, and, according to Rachel Reuben, director of Web Communications & Strategic Projects, “it is just the beginning for more changes you’ll see in the future as we continue to implement the College’s new brand marketing initiative.”