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Key Marketing Messages

Tagline: Imagine More

Targeted Messages

Graphic Standards

Advertising

PR Campaign

Contact:

Shelly Armstrong
Interim Vice President for University Advancement & Marketing and Associate Vice President for Marketing and Communications

Integrated Marketing Plan

To address a recommendation made by Ferris State University's 2004-2005 President's Task Force on Communication to develop an integrated marketing plan for the University, an outside marketing firm, Pace & Partners of Lansing, was hired in Spring 2005 to conduct research to help the University define its verbal and visual identities.

Information collected through meetings with the University community and an online survey generating more than 1,000 responses from faculty, staff, alumni and others has been translated into verbal and visual messages that have been tested and refined. The outcome has been the creation of an integrated marketing plan and new graphic standards and identity system to position the University based on research findings.

The 2007-08 marketing plan for Ferris State University, as did the 2005-06 and 2006-07 plans, emphasizes media placements in areas of the state where brand awareness of the University needs to be strengthened and includes a mix of outdoor, print, television, transit and radio advertising. Evolving marketing objectives have been to build a clear and consistent Ferris brand identity; build on known FSU strengths and centers of excellence; distinguish Ferris from other Michigan universities, particularly as a leader in developing skilled graduates for the new economy; reaching out to important audiences (business, minorities, Southeast Michigan); and to develop a Ferris position of being unique, progressive, nimble and future-focused. Key audiences targeted are prospective student influencers (parents, counselors, teachers, others); prospective students; alumni; potential donors; legislators; employers and internal audiences.

Click on the links on the lefthand side this page to learn more about Ferris State University's marketing plan and to see examples of advertisements.

View Our TV Commercials