Similar but different: How University College Cork created a brand identity for Alumni and Development (and brand value for the wider university)

Kate Mcsweeney
Additional contact information
Kate Mcsweeney: Director of Communications, Alumni and Development, University College Cork, Ireland

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 1, 30-46

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/7722/download/ (application/pdf)
https://hstalks.com/article/7722/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2023:v:8:i:1:p:30-46

Access Statistics for this article

More articles in Journal of Education Advancement & Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().