Billboards with Grand Valley’s new image campaign were unveiled in late August, timed with the start of the fall semester.
The “Find” campaign helps audiences understand what can be found within Grand Valley and/or within one’s self because of Grand Valley through messages about connections, experiences, and opportunities: Find Connections Within, or Find Experiences Within, for example.
This campaign will replace the “Grand” campaign. Messages have been incorporated within recruitment materials sent to prospective students; a more targeted roll-out of the campaign to faculty, staff, and students is expected in mid-October. In addition to billboards, the “Find” campaign includes web ads, bus signs, print ads, and a television ad.
Rhonda Lubberts, associate vice president for Institutional Marketing, said the campaign messages were tested with focus groups of more than 100 high school students in West Michigan and the Detroit area. She added that the words selected for the campaign highlight academic advantages and overall quality of a Grand Valley education.
Lubberts said faculty and staff members are encouraged to incorporate the key messages of the campaign within their own communications. “We are the best ambassadors for the university,” she said. “How we talk about Grand Valley has a big effect on how people perceive it.”
There are several websites available for resources. The identity site, www.gvsu.edu/identity, houses information about the campaign messages; www.gvsu.edu/recognition is a quick way to find university awards and national recognition.