Sunday, September 29, 2013

New Marketing Campaign Launched at Fall Convocation

By Keith Davidson, ENGL 336.001

“When you leave this room, everything changes,” said Frostburg State University President Jonathan Gibralter at the end of his annual fall convocation speech on Friday, September 27. However, that was an understatement because everything changed the second he stepped away from the podium to make way for the debut of the new university marketing campaign and tagline, “One University. A World of Experiences.”

A new video showing students, alumni, faculty, and staff discussing the university’s strong points of experiential learning, sustainability, and affordability debuted and served as the official launch of the campaign. At its conclusion, the audience joyously applauded as Gibralter threw open the doors of the Alice R. Manicur Assembly hall to reveal a celebration in honor of the new campaign.

All of Lane University Center had been transformed into a festival that included workers dressed in fresh new shirts proudly displaying the new tagline along with games, cheerleaders, the mascot, the marching band, new promotional materials, and free food and prizes. During the celebration, members from all areas of the FSU community, both past and present, were around mingling and showing their Bobcat Pride.

“It’s hard to describe the energy, enthusiasm, and positive response to the rollout,” said Rosemary Thomas, Vice President of University Advancement, during the celebration. “It is definitely Frostburg State University’s time to shine.”

While the video and new tagline are getting people talking, it is important to note that the new campaign runs much deeper than the face value of these new promotional ideas. The true value of the campaign is celebrating the FSU brand. As Gibralter stated, “a brand is not simply a logo or a slogan—it’s a connection, a feeling that resonates with everyone when they think about an institution.”

Connections to the university were very prominent during convocation. Twitter was buzzing throughout with attendees commenting on how much they love FSU, and the following celebration was consumed with discussions of just how amazing the university truly is. Students like sophomore Samantha Metz felt a renewed pride in FSU. “I’m really excited for my future years here, as well as for future students,” said Metz.

Convocation’s big news was easily the launch of the new campaign; however, the launch should not overshadow the points of pride discussed early during the event. Before the big unveil, convocation started with a recognition of employees who had recently been awarded tenure along with those who were recipients of the FSU staff awards for excellence.

The FSU Staff Awards for Excellence, which are funded through the FSU Foundation, are given each year to one employee falling in each of the following categories: exempt, nonexempt, and non-exempt employee/facilities-maintenance. The honorees in each of the categories respectively were  Jeff Graham, associate dean of students; Lynn Davis, senior administrative assistant, and David Wiland, housekeeper. 

In addition to the staff awards for excellence, Lois Bennett was recognized for receiving the University System of Maryland Board of Regents 2013 Regents Staff Award. Bennett serves as an administrative assistant for the Programs Advancing Student Success, Disability Supports Services and Registrar’s Office.

A complete copy of Gibralter’s fall 2013 convocation speech can be found here. The new FSU promotion video can be viewed through the link here.

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