Title of Abstract
College of Arts and Sciences Branding Research
College
College of Arts and Sciences
Department
Mass Communication
Faculty Mentor
Padmini Patwardhan Ph.D.
Abstract
The purpose of this campaign is to promote the College of Arts and Sciences at Winthrop University. The College of Arts and Sciences (CAS) is the largest college at Winthrop University and is the home to 19 undergraduate programs and over 1,332 accessible courses. The main objective of the campaign was to give the College of Arts and Sciences a cohesive brand image that promotes belonging among students, faculty, and staff. We conducted in-depth qualitative and quantitative research in order to have an understanding of how the CAS was perceived on campus. Our research showed that a majority of students, faculty, and staff have a positive attitude toward the CAS. Students are aware of what the CAS is, but not what it does. Faculty and staff are very aware of the CAS and recognize the college as the backbone of the university. Faculty, staff, and students view the CAS as a sincere, competent and exciting brand. We recommend that the CAS brand itself as an exciting and sincere brand. The starting point should be increasing communication between the CAS and its faculty, staff, and students. The CAS should also host events to help students feel like they belong. Through our campaign, we hope to create conversations that spread the word about the new College of Arts and Sciences.
Course Assignment
IMCO 475 – Patwardhan
Start Date
20-4-2018 3:15 PM
College of Arts and Sciences Branding Research
DIGS 222
The purpose of this campaign is to promote the College of Arts and Sciences at Winthrop University. The College of Arts and Sciences (CAS) is the largest college at Winthrop University and is the home to 19 undergraduate programs and over 1,332 accessible courses. The main objective of the campaign was to give the College of Arts and Sciences a cohesive brand image that promotes belonging among students, faculty, and staff. We conducted in-depth qualitative and quantitative research in order to have an understanding of how the CAS was perceived on campus. Our research showed that a majority of students, faculty, and staff have a positive attitude toward the CAS. Students are aware of what the CAS is, but not what it does. Faculty and staff are very aware of the CAS and recognize the college as the backbone of the university. Faculty, staff, and students view the CAS as a sincere, competent and exciting brand. We recommend that the CAS brand itself as an exciting and sincere brand. The starting point should be increasing communication between the CAS and its faculty, staff, and students. The CAS should also host events to help students feel like they belong. Through our campaign, we hope to create conversations that spread the word about the new College of Arts and Sciences.
