I have the privilege of serving as the Marketing Director at Ursuline College. It is a job I find both challenging and fulfilling as I use my creative and strategic abilities to help move the College forward. I have served in this role for five years and one of the aspects of the job I enjoy the most is serving as Ursuline’s brand manager (although folks on campus might refer to my team as the “brand police”). Branding is illustrating various aspects unique to Ursuline and communicating those differentiators to all audiences.
There are many great qualities about Ursuline that are distinctive, such as the personal attention we provide our students or the rich history of educating women who are challenged to change the world in both big and small ways. The marketing department strives to maintain the legacy of the College while moving ahead with the College’s mission. The goal is to let the outside audience know what Ursuline stands for through several communication vehicles. Building a strong brand has been an essential part of creating quality awareness for the College.
Representing an authentic, values-based education is carried throughout everything the marketing department produces, whether it be a printed piece, messaging on the website or a promotional video. Additionally, Ursuline’s design elements reflect the College genuinely through authentic photos of students, faculty and alumnae in real-world situations. Using design elements such as the fleur de lis creates something recognizable at a glance to our external audiences.
When I first came on board as the marketing director, just about every area of the College was using different messaging and design elements to promote Ursuline. According to best practices, consistency is key in creating a strong brand. As with any change, there was resistance at first. But with the support of the administration, the College has come a long way in terms of creating a uniform message and solid brand.
On campus, I don’t mind being known as the chief of the brand police because I know it will help move the College forward. The marketing department will continue to explain that PMS 286 (Ursuline blue) is not our favorite color, but rather the color that was chosen based on elements within the College’s mission. For us, creating the brand goes beyond personal preference and holds true to the guidelines that have been established. It has been a challenging but worthwhile experience to help build Ursuline’s brand. Click here to learn more about Ursuline’s brand.
Angela DelPrete is Ursuline College’s Marketing Director. As an alum she strives to maintain the Ursuline’s heritage and mission while helping to build a brand relevant to key audiences.