Integrated Marketing Project and Process updates

Inspired by past emails from our friends at the Physical Plant, we hope that regular updates from Integrated Marketing will be interesting and helpful to you!  With each update we aim to give you a glimpse of what we’re working on and celebrating, as well as a little more in-depth insight into one featured project.
Business Cards, Letterhead and Envelopes!  Oh My!
The day-to-day print collateral for Hope College may not be a topic that keeps you on the edge of your seat.  But there are a few developments that might be of interest to you! 
Since the adoption of a new Hope College logo, we have been ordering newly designed business cards, letterhead and envelopes for many individuals and departments.  We are continuing our partnership with The Printery for their production, as we have for a number of years.  Recently, The Printery acquired new digital printing equipment that has reduced the cost of business cards even though we have increased the quality of the business card paper. Additionally, The Printery offers a web-to-print system that allows for easy ordering, consistency of these print items – significantly reducing the amount of staff time necessary for layout and design, and more seamless invoicing back to Hope.
Here’s a sample of our new business card design:
Need to order your new business cards, letterhead or envelopes?  Please visit: .
In Progress and Upcoming:
  • Work on a contract with OmniUpdate for the college-wide Content Management System (CMS).  More information on this will be included in  the next update!
  • Responses to our Request for Information (RFI) for design partnership to create the next iteration of the Hope College web site have been received
  • Technical coding with Presto! Sports for the Athletics web site. The site design was created here at Hope and Presto! is managing the site coding and transition of thousands of web pages, statistics and images.  Presto! has served as the content management system for numerous other MIAA schools, as well as the MIAA itself, and provides a number of efficiencies for reporting and statistical tracking.
  • Invitations and other communications are being prepared for Dr. Knapp’s Inauguration and Homecoming.  Recently we created pieces for the Kruizenga Art Museum groundbreaking and Haworth Engineering dedication.  
  • Working on brand implementation with Student Development departments and the HopeFund.
  • Organizing font licenses and installation with our colleagues at CIT.
  • Preparing to transition several campus blogs (Admissions, Study Abroad) to a local installation of WordPress.
  • Coming soon – a new web-based campus map provided through CampusBird and with lots of help with colleagues in Admissions. We will more officially launch the maps in the weeks ahead, but we welcome your feedback now:   Also, we’re working on improving the building outlines and labels available through Google Maps.
Recent Celebrations:
  • Signed a contract with WebDAM to provide a Digital Asset Management (DAM) system to store tens of thousands of campus photographs and other resources that are created each year.
  • Have you seen the new banners on the campus lightpoles?  We had a lot of fun designing them and are very thankful to our friends at Physical Plant for their help in getting them installed! We are also working on a number of other campus signs. 
We are grateful for the participation and encouragement of so many around campus.  We truly enjoy working with you and discovering new ways that we can implement the Hope College brand!

Content Management System Selected: OU Campus

We’re pleased to share after significant feedback from the campus community, we will be moving forward with the selection of OmniUpdate’s OU Campus as the new Content Management System (CMS) for the Hope website.

OU Campus is the leading web CMS for higher education, and it is used to manage more than 700 college and university websites.

Some of the features we love:

  • powerful administration
  • streamlined content
  • user friendly editing
  • reusable content
  • quality control
  • convenient publishing
  • extensibility
  • effortless syndication

Although this is a big step, it is only the first of many. We will be turning our attention to selecting a web design and content strategy partner to fulfill the other aspects of the project.

Let the branding begin!

Over the last several months you may recall hearing that Hope College has begun to take steps forward on implementation of new branding for the College. Integrated Marketing (or some may have heard it referred to as the Brand Team) is ready to begin the first phase of this branding process with learning sessions we’re calling “BRAND 101: More Than Just a Logo.”

We are excited to be able to offer you three different times to listen, learn and ask questions in the next couple of weeks. Be assured these will not be the only times if one of these first sessions doesn’t work for you. It is the first step of many that we look forward to being able to walk along side of you as each of you think about marketing in your areas of work. Come learn about how you can start to use the brand for Hope!

We look forward to seeing you at one of these BRAND 101 sessions:

Wednesday, January 23
Granberg Room
9:30 – 11 a.m.
refreshments will be served

Tuesday, January 29
Herrick Room
2 – 3:30 p.m.
refreshments will be served

Wednesday, January 30 
Haworth Inn – Ballroom II
10 – 11:30 a.m.
refreshments will be served

People and a Place

Work continues as we prepare a new resource for the Hope community.  

The Brand Management Team (see earlier post) is in the final stages of interviewing candidates to fill two part-time positions set to join the team in the coming months. Both positions are Communication Specialists, with one focusing on graphic design and one focusing on web development. We have received many great applications and look forward to introducing new team members soon.

We also have received confirmation of a workspace. The Brand Management Team, along with the new positions and a student staff, will be creating a space on the 2nd Floor of the Anderson-Werkman Center on 8th Street, pending a move by the Events and Conferences office.

An opening date, office hours and other details are pending.

Finishing Up Brand Guidelines

Over the past few days and weeks the Brand Management Team has been working with EM2 (our creative firm in Atlanta, GA) and others on campus to finalize a Brand Guidelines document, which will become the centerpiece for future campus resources and training.

The Brand Guidelines document will include information on Brand Foundation (story, promise, attributes, key messaging), Logo Standards, Brand Identity (colors, typography, photography) and Brand Application (examples, resources). 

As mentioned above, the document will be shared and used as we begin to develop a brand education curriculum and supporting resources that will help faculty and staff tell the Hope story. Stay tuned for information about the first Brand Education 101 sessions!

Brand Management Team Update

Happy Monday Hope College!

We just finished a great Brand Management Team meeting (see previous post about the BMT).  To better serve the campus community, we are continuing work on the following topics:

  • Establishing a resource center and space to prioritize and address campus needs. We are waiting to confirm a physical location, but have already started to talk about work flows and work teams that will serve the campus community in the area of marketing and communication.
  • Creating and conducting a variety of brand education programs to assist the campus in understanding how to share the Hope story. Both a brand education curriculum and supporting resources are the planning stages. A Brand Guidelines document is nearing completion and will be shared soon.
  • Hiring two part time positions (and student staff) to provide additional campus support and to back-fill work for the Brand Management Team.
  • Working everyday on tactical and maintenance projects. 

Stay tuned and feel free to contact us if you have questions.

Introducing the Brand Management Team

The Integrated Marketing Team (IMT) has been working to advance the colleges strategic marketing efforts on several fronts over the last few months. Those efforts have included the following:

  • Defining a resource team we’re calling the Brand Management Team to lead our efforts in implementing the redefined Hope brand throughout the campus.
  • Beginning to define goals for the next 18-24 months
  • Providing some tactical help on specific college marketing initiatives.
  • Considering the makeup of the IMT and looking toward expansion in 2013.

Brand Management Team

With a presidential transition in the year ahead, we believe an interim approach for the next 18-24 months makes more sense than committing to a structure that will undoubtedly change. We’ve asked four persons who have been involved in this process to dedicate up to fifty percent of their time to the marketing effort while also maintaining their current roles and responsibilities.

To sustain our current program, we will be providing resources to backfill for close to fifty percent of the team members’ current job responsibilities.

That team includes: Carol Fritz (Admissions), Becky Robrahn (CIT), Scott Travis (Alumni & Parent Relations), and Jason Cash (Advancement Communications).

The team will co-locate. A space still undefined will provide time and space to work collectively on departmental and college-wide initiatives while also staying connected with the ongoing work in their departments. This structure will allow for logical bridges between the Brand Team, Admissions, Advancement and CIT. This will allow for time to build bridges with other college departments and divisions.

The Brand Team will be led by Carol Fritz and will report “formally” to Bill Vanderbilt but also maintain seats on (and accountability to) the college’s Integrated Marketing Team (IMT). The IMT makeup will slowly evolve to include other key areas of the college over the next year. That evolution will most likely begin in early 2013.

Brand Management Team Goals

The Brand Management Team and the IMT are working to draft project plans, goals and time frames for activities over the next 18-24 months. Much of this activity will be driven by listening to the campus needs and reacting both tactically and strategically to those needs. Some initial activities that will be included are:

  • Establishing a resource center and space to prioritize and address campus needs.
  • Creating and conducting a variety of brand education programs to assist the campus in understanding how to share the Hope story.
  • Equipping and enabling college-wide content experts to implement the brand in their web and print materials.
  • Selecting Content Management and Digital Asset Management software to provide the infrastructure platform for our future web development.
  • Hiring/training student workers to provide additional campus support.
  • Working on tactical and maintenance projects 

Tactical Projects

Over the past two months, the team has assisted on a number of tactical projects ranging from athletic branding to Orientation messaging focusing on the freshman class cohort and external communications. The team will develop a triage and prioritization process to continue these types of efforts going forward.

More to Come

Please be patient as we live into this structure as a campus community. We believe this will help us improve our internal and external communications, impacting the experience of our students, faculty and staff and presenting a more coherent identity of the college. This will not happen overnight but will be an incremental change that will move us in a positive direction.

If you have thoughts on how we can improve this along the way, please share those with us so that we may benefit from your ideas! You can reach out to team members individually or email us at!


Integrated Marketing Team

Carol Fritz
Lynne Powe
Becky Robrahn
Jason Cash
Carl Heideman
Andrew Meyers
Tom Renner
Scott Travis
Dave Vanderwel (co-chair)
Bill Vanderbilt (co-chair)

Microsite Phase II: Coming Soon

The Integrated Marketing Team is excited to announce a significant upgrade coming to the Hope website! This is a step towards the longer term vision of working more broadly and consistently to communicate our brand promise and brand attributes. The website revision will bring to life the Hope brand and is a great step forward.

More detailed communications regarding the launch are forthcoming.

Integrated Marketing Team

Becky Robrahn
Carol Fritz
Lynne Powe
Andrew Meyers
Jason Cash
Scott Travis
Carl Heideman
Tom Renner
Dave Vanderwel
Bill Vanderbilt