Communication & Marketing

In the fall of 1995 the Chancellor commissioned a Task Force on Institutional Image that found that the campus lacked a defining visual identity, a communications and marketing plan, and a systematic method for gathering information on target markets needed to allow such a plan to have validity. The goal of the SFE Communications and Marketing initiative is to address the findings of the task force. The initiative will occur in two phases. In Phase I, a campus project team will produce the following deliverables:

1. A review of current communication and marketing practices employed across the campus;
2. A positioning statement that describes the campus distinctiveness;
3. A series of themes highlighting the Amherst campus distinctive strengths;
4. A strong visual identity, including a logo, colors and other elements for creating a strong institutional visual identity;
5. A Communication and marketing strategy for key target markets.

In Phase II another campus project team will draw upon the work performed in Phase I and make concrete recommendations for maximizing the efficiency and effectiveness of communication and marketing practices across the campus.

Project Team

Dave Bojanic Hotel, Restaurant, & Travel Administration
Arlene Cash Admissions
Ferg Clydesdale Food Science
Wayne Cournoyer Food Services
Elizabeth Dale Business & Facilities Services
Steve Demski Continuing Education
Kay Fite Psychology
Copper Giloth Academic Computing
John Kingston Linguistics
Namudi Makwunye Graduate Student
Bob Marcum Athletics
Susan Mattei Alumni Relations
Brian O'Connor Biology
George Parks Music & Dance
Bill Strickland Athletics
Esther Terry Office of Equal Opportunity & Diversity
Patricia VandenBerg* Public Affairs
*denotes project team chair

Anyone interested in this topic should contact Kay Scanlon.