Pitt-Bradford's Brand Celebration

[Paul Zastrow]

I wanted to take a moment to salute my friends at the University of Pittsburgh at Bradford for yesterday's brand launch celebration. I've been working with Pitt Bradford since Stamats first conducted research that led to the campus' successful "Beyond" campaign, and it's inspiring how they have taken the brand on for themselves in countless ways, both graphically and strategically.

Today was their third annual celebration of their brand launch that took place in 2006, and the crowd--made up of faculty, staff, and students in almost equal part--was bigger than last year's, with more than 240 in attendance (that makes it their biggest event of this kind). After luring attendees with a breakfast-for-lunch boasting heaping piles of bacon, waffles, and all sorts of other comfort foods, the program began.

Like last year, they had invited students and faculty to create videos that depict the brand, this year using the theme "My Favorite Things." To introduce it, they had developed this video. After screening the invitation video, they shared six entries, ranging from one that focused on athletics to one that featured a student snapping his fingers to magically appear at areas around campus. Not top production quality, by any means, but there was a remarkable spark of creativity. Take a look at the audience-voted winners for yourself:

First Place Winner

Second Place Winner

Third Place Winner


So here's the great thing about these videos and the celebration et al: At Pitt Bradford, it's no longer just about marketing (although I salute their healthy distribution of tchotchkes ranging from bright yellow flipflops to ubiquitous banners). Instead, it's about understanding and living the brand promise and attributes in thoughtful and deliberate ways. As Pat Cercone, director of communications and marketing, put it, their brand isn't anything new, but now they have words to put with it. And that's how it should be.

And, by the way, the effort has paid off. Since launching their brand in 2006, they have posted significant gains in enrollment, and now are facing challenges related to housing that were practically unthinkable just years ago. Applications continue to do well this year, and they are reaching out to new markets with a dedicated brand campaign intended to attract new visitors to their picturesque campus.

Pitt Bradford is in the midst of finalizing its strategic plan, and I was encouraged by what their president, Dr. Livingston Alexander (a presidential name if you ever heard one!) told me when we spoke after the celebration: that the brand promise, in conjunction with their vision, stands at the heart of the strategic plan's direction.

So congratulations to Dr. Livingston, Pat and her crew, and the whole Pitt Bradford community for moving a brand project from a pretty-picture experience to a live-the-brand extravaganza that inspires young Spielbergs and Scorceses.

Way to go beyond!

[Ann Oleson]

What an exciting and well orchestrated event! Nice work!

[Pat Frantz Cercone]

We introduced our brand in February 2006 by inviting the entire campus community to the launch, which included food by the way. In a PowerPoint presentation, we explained the details of the brand development process, highlighting the involvement of various campus constiuencies in an effort to help secure buy-in and assuring them that the brand was chosen as a result of research that was conducted. (The faculty loved that.) We explained what a brand promise is and what it would do for us. We even unveiled some gorgeous new photos that we would begin using in our marketing materials.

Oh, and we gave people free stuff, though nothing as cool as the blue and gold flip-flips we gave away this year. We have only about five pairs left.
I hope that helps.

[De'Awn Barkers]

Paul, this is great! Do you have any details of how they first introduced the brand?

[Maria Thompson]

Thanks Paul! What a great example and the videos. Super!