Breakdown of the 160over90 rebranding contract

Ever since Beverly Warren stepped into the shoes of Kent State’s President she has made it her goal to rebrand the University into something different. A year later her changes are being seen.

Kent State signed a $2.3 million rebranding contract with 160over90 in January. The $2.3 million will be spread over a three-year period.

Before creating the campaign, 160over90 partnered with the university to determine what the spirit of Kent State is.

“We want to be effective storytellers so we can shape our own brand and not have someone shape it for us,” President Beverley Warren said.

160over90 was selected for the project because of its proposal and success with major brands and universities in the past, University spokesperson Eric Mansfield said.

It has worked with brands like Nike, Under Armor, American Eagle and large universities like the University of Florida and UCLA.

“While the media channels will vary, our process ensures that the creative is always engaging and the message is always grounded in strategy and fundamental truth,” 160over90 said in its Brand and Advertising Strategies report.

The 2015 spring budget for advertising more than doubled for 2016. It jumped from $700,000 to $1.6 million.

“The reason is went up is because obviously we are putting more money into a new brand, pushing a lot more out – you see the new banners around campus, new billboards are up, new TV commercials – whereas before with the experience your life campaign we were able to reuse commercials for several years,” Mansfield said.

In total the advertising fund is less than one percent of the universities overall budget.

Undeniably Kent State

On Feb. 1, 2016, the university launched the official rebranding of the university with the release of an anthem video and introduction of a new shade of blue and a new font for university branding. The university was also given the new tagline – Undeniably Kent State.

The video highlighted the success of April Goss, the second women to score in an NCAA game, and lesser recognized sports, like rugby and track. The fashion and science schools were also a focal point of the video.

Women dominate the video, and Mansfield said it is because the video is supposed to be a representation of Kent State.

“Were more than 60 percent women, so the videos need to be true to who we are,” he said. “It’s intentional based on the actual makeup of the university.”

A 15 second commercial played in certain regions during Super Bowl 50. KSU bought spots in Cleveland and Erie.

The spots cost the university $58,000, $43,800 and $14,600 respectively. In total, the university plans to spend $180,000 playing the commercial to various audiences.

The cost isn’t included in the $2.3 million the university is paying to 160over80.

Breakdown of costs

The initial bridge campaign, or campaign that is run without knowing what the official rebranding will be, cost the university $268,250.

New billboards, television spots and online advertisements were launched in Sept. 2015. The “Visit Kent State” was developed along side of 160over90 while the group was in their discovery process.

During the discovery process, 160over90 did research into the demographics and psychographic insights of the universities target market which would eventually help it to come up with the best possible rebranding for the university.

The second phase of the rebranding came in Jan. with the launch of the “Undeniably Kent State” campaign. This phase is the largest and will cost the university $898,175.

This covered the cost for the video, new blue color and font change. 160over90 also created a marketing and media plan to help Kent State achieve its goals for the campaign.

Years two and three will cost the university $583,305 each. During these years, 160over90 will continue to build upon the original campaign based on what it sees fit to continue make the rebranding as successful as possible.

 

Possible additions to the campaign include: Social media initiatives, website redesign, travel or search pieces, an alumni magazine redesign, etc.

Regardless of the selected build project, the work required for each year must not exceed 2,875 hours or the university will be charged an additional fee of $185/hr.

 

 

University goals for rebranding

The university is hoping to see a boost in enrollment and a rise its endowment as a result from the rebranding campaign.

“We know from looking ahead at current high school statistics in state of Ohio that there are going to be fewer high school graduates in the coming years, so to keep our enrollment high we have to keep marketing ourselves broadly,” Mansfield said.

Kent State is looking to attract students from Pennsylvania, New York and the Carolinas’ with its new campaign.

President Warren is also looking to quadruple the university’s endowment from its current state of $118 million to $500 million.

Mansfield says by telling the Kent State story very broadly, the university is more likely to see a rise in donations and enrollment that will bring the university to its goal.

Words by Hannah Armenta
Video by Max Fleck