The George Washington University has begun the process of refreshing its brand strategy and narrative, as President Ellen M. Granberg has outlined over the previous months.
This undertaking will ensure that GW’s marketing and communications efforts consistently reinforce the ideas and core strengths that make GW recognizable and unique.
Much has changed since the last refresh of GW’s brand in 2012, including the platforms and channels used by the university’s diverse array of audiences, especially prospective undergraduate students. Furthermore, there is increased competition among higher education institutions in the Washington, D.C., region, making a strong, compelling and differentiated brand even more important.
“This is a decisive moment in our university’s history,” Granberg said. “This year, we are launching a new strategic framework that will help lead GW into its third century. A refreshed brand will support us as we tell GW’s story and communicate our bold aspirations in such a way that will help shape our future.”
After a competitive bidding process, university officials selected Columbus-based branding firm Ologie to assist GW on this initiative. GW and Ologie will gather feedback from the university community to ensure the refreshed brand strategy reflects its values and strengths. There will be multiple opportunities for feedback, including a survey that will be distributed in mid-March to students, faculty, staff and alumni.
“GW has not updated its overarching brand strategy and creative approach in nearly 15 years, and this process is overdue,” said Vice President for Communications and Marketing Ellen Moran. “In this highly competitive marketplace, it is critical for GW to have a strong, compelling and differentiated brand that connects with a wide variety of audiences–from prospective students to our generations of alumni.”
A university-wide working group—with student, faculty, staff and alumni representatives—has been formed to guide the work and provide input during critical milestones, ensuring that the final product has broad-based support across all of GW’s stakeholders.
