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Kathy Cain


AMA’s 2015 Symposium for the Marketing of Higher Education

November 15 - 18, 2015   //   Kathy Cain and Shane Shanks

When Brands Unite: Creating a New Multi-Campus Brand

When institutions merge, it’s not just HR policies and computer systems that have to be synched. The brands need to aligned, shaped and sharpened to reflect the “new” institution.

Managing any campus brand is no cakewalk. But imagine the branding challenges when four campuses — each in a different city, each with a different set of academic programs — consolidate to become a new institution. For the University of North Georgia, the goal was less about achieving uniformity and more about creating unity. This session walks you through the key steps of a post-consolidation brand refresh: visual identity/logo changes, a brand platform that promotes commonalities in messaging, and an attention-getting creative campaign that pulls everything together.

Guest speaker:

Kate Maine, associate vice president for university relations, University of North Georgia

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