Refreshing the WSSU brand 1
WSSU kicks off
rebranding initiative
with input from stu
dents, faculty and
alumni
BYTEVIN ST1NSON
THE CHRONICLE
Although the name will
remain the same, and
tuition will not be reduced
to $500 a semester thanks
to the disposal of Senate
Bill 873, major changes are
on the horizon at Winston
Salem State University
(WSSU).
During a full board of
trustees meeting held
inside the Donald Reaves
Student Activity Center
last Friday, director of pub
lic and media relations
Jamie Hunt said the univer
sity has begun an initiative
to refresh the WSSU brand.
The current brand,
which includes the school's
logo, color pallet, various
font choices, and other
marketing tools for the uni
versity, launched in 2000
and saw minor updates in
2005. As she stood before
the board of trustees, Hunt
said, "Unfortunately, we
don't have a consistent
brand messaging guide for
our campus.
"We are at a point
where the university can't
afford to not have a strong
brand," she said.
Hunt mentioned the
most recent brand guidance
from 2005 is not marketing
focused but is instead driv
en by academics. She said
from a marketing and pub
lic relations perspective,
the current brand does not
serve the needs of the uni
versity. She noted with
increased competition from
other universities, and stu
dents becoming more
savvy about marketing and
public relations, now is the
time for WSSU to take that
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when adopting
brands.
Hunt, who
was appointed
director of public
relations and
media last
August, said a strong brand
will create a better working
relationship between the
university and students and
help build a stronger con
nection with the communi
ty as well.
"A strong brand will
allow us to have more
effective relationships with
a lot of different groups,
such as lawmakers, alumni,
constituents in the state of
North Carolina and
beyond," Hunt said.
"The unfortunate thing
is that you have a brand
whether or not you decide
what that brand is or not.
The public is aware and
formulates its own brand
cn it's rmrifll
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that we respond
to this and devel
op our own
brand."
To kick off
the rebranding
process, the
media relations department
analyzed survey data from
students, members of the
faculty and staff, as well as
alumni in order to create a
plan to follow during the
rebranding process.
According to Hunt, a num
ber of informal and formal
focus groups were also
held to receive feedback
from "Ram Nation," and
other stakeholders in the
university.
"We took all of that
information, analyzed it
and made some recommen
dations and decisions on
how to move forward," she
said.
The survey . data
showed the perception of
the academic programs at
WSSU are a lot higher than
peer institutions both
nationally and at the local
level. Students enjoy the
open access to faculty, and
appreciate the individual
ized academic support.
Student life also received
high marks on the survey.
Many students said what
they enjoyed most about
WSSU was the family-like
atmosphere.
Although the rebrand
ing process is still in the
early stages, with help
from data received from
the surveys and open dis
cussions, a "brand prom
ise" has been adopted. The
goal of the brand promise
is to let students know what
to expect when they get an
education from WSSU.
The promise reads,
"We will provide high
quality education, deliv
ered by student-centered
faculty in a caring and sup
portive atmosphere. Our
students will receive a life
changing college experi
ence that builds essential
skills, develops character,
and prepares them for life
time of success."
"It's important to note
that this brand promise is
not just a statement, but a
concept that we will keep
in mind as we create com
munication," Hunt said.
In coming months,
WSSU will be holding an
open house where people
can come to learn about
how the public and media
relations department
works. A number of open
forums will be held as well
to introduce the communi
ty to the new brand.
Taking time to
lend a hand
BYTEVIN STLNSON
THE CHRONICLE
Members of the
Winston-Salem
Police Department
(WSPD) took time
out from their regu
lar duties to help
sort items in the
food pantry at the
Second Harvest
Food Bank of
Northwest North
Carolina.
While working
at the food bank, on
Reed Street, offi
cers and others who
work with the
WSPD sorted items
from recent food
drives and food that
has been salvaged
from local grocery
stores in the area.
As he sorted
through boxes of
non-perusable food
items, Chief Barry
Rountree wore a
smile that could
light up a room.
During an open
meeting with the
community held
earlier this month,
Rountree discussed
the importance of
working with com
munity leaders and
community organi
zations to help cre
ate a safer environ
ment for residents.
"We are work
ing to ensure that
police and residents
have a working
relationship," he
said. "We have to
work together. That
is the only way this
will work"
The mission of
Second Harvest
Food Bank (SHFB)
is to provide food
to help meet urgent
nutritional needs
and work to put an
end to hunger
through education,
outreach and advo
cacy. Last year
alone, SHFB pro
vided more than
26.5 million
pounds of food, the
equivalent of more
than 22 million
meals.
Photo by Tevin Stinsor
Pamela Peoples-Joyner, Winston-Salem Police Department community relations
specialist, and an intern from Appalachian State University, Chris Cheon,
inspect salvaged food from local grocery stores at the Second Harvest Food
Bank on Monday, June 13. The mission of the Second Harvest Food Bank,
located on Reed Street, is to provide food to help meet urgent nutritional needs.
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