“Smaller is smarter” marks the tagline of Texas Wesleyan’s new brand and marketing strategy.
Chuck Burton, assistant vice president for Marketing and Communications at Texas Wesleyan, said one of the things that prompted the new campaign was the arrival of President Frederick Slabach last year.
The Marketing and Communications department wanted to make sure the new strategy matched his vision for the university. Also, the department did research about the perception students had of Wesleyan.
“You summarize the findings of what [the university is] and what it intends to be, and how [it’s] perceived,” Burton said.
Burton said the department then gave the information to an advertising agency, which brought back a number of concepts. “Smaller is smarter” is the one that was picked. Burton said the new strategy will strongly promote Wesleyan’s strengths, such as critical thinking and engaging educators.
“A good marketing strategy should last for a long time,” Burton said. “If it does, that means you’ve hit the nail on the head as far as defining what the specific attribute of that university is.”
Burton said he feels the new tagline really describes what the university is all about.
Burton also said one of Wesleyan’s greatest strengths is the smaller class sizes, which give students more interaction with their professors and a greater chance at success.
“We have found that students that really do want to succeed with their studies and get that diploma are making that decision between a big school and a small school,” Burton said.
“At Wesleyan, you can’t help but get to know your professor.”
Wesleyan’s new logo, in which the Wesleyan flames are now surrounded by a shield, has been approved and is appearing on banners around campus. Burton said the transition to the new brand identity will not be immediate, but will occur over time.
“For example, for administrators who have letterheads, they’ve been told use [their] current letterhead up, don’t just throw it out and [get new ones],” Burton said. “To be wise from a financial standpoint, finish what you have, and then when it comes time for new letterhead, then they’ll go to the new logo.”
Burton said at this point, they aren’t releasing the new logo to every student organization and faculty and staff just yet. It is available if a request is made to the Marketing and Communications Department. Anytime someone requests to use the logo for their work, they can bring that work to the department, who will review it and make sure it is appropriate.
“Because we have just defined it, we want to make sure that people use it correctly,” Burton said. “Once we’ve established it, we’ll give people more open access to it.”
Burton said eventually people will be able to go to the website and download a template with the new logo.
“We just want to make sure it is used correctly,” Burton said.
John Veilleux, vice president for Marketing and Communications, has high hopes for the new branding strategy.
“I think if anything my hopes are that this will provide a platform for the university to really come together as one and have a shared understanding of who we are,” Veilleux said.
Kristi Taylor, junior theatre major, said she hopes the new brand identity will help draw more students to the university.
“We produce results,” Taylor said. “The more the merrier.”
Tristian Evans
Tkevans1098@txwes.edu

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