In the world of higher education, no single event is more celebrated than homecoming. Students return after being out in the world to celebrate the university that shaped what they would one day become. But one former Central Penn College graduate recently got the chance to shape his university, creating a branding strategy to lead his alma mater in a new direction.
Looking for a better way to target the types of students the college caters to–those interested in a more personalized education–Central Penn was on the hunt for a new look. They found Harrisburg-based JPL and its vice president of strategy and integrated communications, Bill Kobel (CPC class of ’81). After four years at Central Penn, Bill had seen the past and now was going to have a hand in shaping the future. After conducting extensive research into student mindsets, Kobel created a logo and a new color scheme that would reflect a growing campus with more facilities and amenities, but that still provided that individual feel.
“The new brand line and the logo are designed to represent how Central Penn can open up a student’s world,” says Kobel. “The globe conveys evolution as learning occurs throughout our entire career. All of this goes into creating this personalized, supportive education that opens up new opportunities for students and helps them see the potential that exists for them.”
The logo comes with a new tagline–You Can. You Will.–representing the importance of the individual in a college experience. When Kobel approached this project, he found that Central Penn had stayed true to their identity, looking for the same type of student as when he began his education. But with continuing education centers in Lancaster and the Lehigh Valley and hundreds of online students, the school wanted to make a statement that these amenities have not changed, and will not change the type of education students receive, no matter how long it is until your next homecoming.
“To compete and to offer the best value to students, colleges and universities have to embrace a business mindset, and the way to stand apart in a business marketplace is by building a powerful, unique brand,” says Kobel. “You have to define who you want to be and you have to own it. You have to make a promise and live by it, create a great customer experience and deliver it. I feel that Central Penn has taken those first steps and now they are executing.”
Source: Bill Kobel, JPL
Writer: John Steele