Signs Of Growth: How Environmental Graphics Help Build A Brand

About the Episode:

Environmental graphics can play a critical role in not only improving campus aesthetics, but also in building a sense of community and brand on campus. In this episode, Adrienne King, associate vice president for marketing at Indiana University, discusses how IU has leveraged environmental graphics to transform the IU campuses and build pride in their community. Takeaways for this episode include:

• Guidance on the process of bringing a graphic concept from concept to completion.
• Insight into solving the challenges of integrating visuals within a university's unique architectural and cultural landscape.
• Ideas for measuring the effectiveness of environmental graphics in terms of student engagement and recruitment.
• Tips for ensuring the sustainability of environmental graphics.

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Building a Sense of Belonging Through Environmental Graphics

Adrienne King's journey in higher education marketing began early, inspired by her college professor mother and a deep-seated belief in the transformative power of education. With degrees in graphic design, public relations, and marketing communications, and a doctorate in educational leadership, Adrienne has seen firsthand the impact of well-designed campus environments.

At Indiana University, environmental graphics play a crucial role in activating their comprehensive brand strategy across nine campuses. These graphics aren't merely decorative; they are integral to creating a sense of home and belonging for students, faculty, and staff. By reflecting each campus's unique culture and community, these visuals help solidify the university's identity and foster a strong connection among its members.

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The Strategic Role of Environmental Graphics in Branding

Adrienne emphasizes that environmental graphics are more than just advertising spaces. They are powerful tools for branding and creating memorable experiences. For example, at IU Indianapolis, the transition from IUPUI to IU Indianapolis involved significant environmental graphic changes to establish a new identity. Large, illuminated tridents on campus serve as beacons, symbolizing pride and unity, and reinforcing the university's presence in the city.

These graphics help prospective students visualize their future at the university, aligning with the overall branding and marketing strategy. By strategically placing graphics in high-traffic areas, the university can enhance the campus tour experience, making it more engaging and memorable.

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Designing for Impact: Practical Considerations

When conceptualizing environmental graphics, Adrienne and her team consider the space's usage and desired emotional impact. They observe where students and faculty naturally congregate and design graphics that enhance these areas. For instance, at IU Indianapolis, the team focused on the visit space where campus tours start, creating graphics that highlight the campus's urban environment and vibrant community.

The creative process involves both internal talent and external partnerships. Indiana University's in-house creative team takes pride in designing impactful graphics, sometimes engaging in friendly competition to produce the best concepts. This collaborative approach ensures the graphics resonate with the campus community and reflect the university's brand values.

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Leveraging Technology and Innovation

Adrienne also explores innovative ways to integrate light and sound into environmental graphics. For example, a collaboration with a local artist resulted in a large, illuminated trident statue in the Indianapolis airport, becoming a popular spot for selfies and reinforcing the university's brand presence. Such creative use of technology can significantly enhance the visual and emotional impact of environmental graphics.

Additionally, involving community partners and utilizing local talent can provide cost-effective solutions while enriching the storytelling aspect of these projects. Adrienne mentions leveraging relationships with local businesses and alumni to bring unique, budget-friendly ideas to life.

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Key Takeaways

• Environmental graphics create a sense of community: They help build a strong campus identity and foster a sense of belonging among students, faculty, and staff.
• Strategic placement enhances branding: Placing graphics in high-traffic areas and tour routes can significantly improve the campus experience for prospective students.
• Innovative use of technology: Integrating light and sound into graphics can create memorable and impactful experiences.
• Collaborative design process: Engaging internal talent and external partners ensures the graphics are creative, relevant, and reflective of the university's brand values.
• Cost-effective solutions: Partnering with local businesses and leveraging alumni talent can help create impactful graphics on a budget.

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A glimpse into emerging trends and innovations in environmental graphics that are set to shape the industry. Whether you're a higher education marketer or just fascinated by the intersection of design and marketing, this episode is packed with valuable advice. To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.

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Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Talking Tactics and Higher Ed Pulse.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

Connect with Us at the Engage Summit:
Exciting news — Jaime will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31. Learn more and register at engage.element451.com — we can’t wait to see you there!

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