The Wright State University Brand

Wright State University is tied to a history of exceptional ingenuity and courage thanks to our namesakes, the Wright brothers.

Orville and Wilbur Wright were not pilots. They were not aviators. They were bicycle shop operators. They were self-trained engineers, mathematicians, physicists, and philosophers. They were raised to ask questions, inspired to think beyond the known, and encouraged to dream. Through their passion and undeterred efforts, and without the extravagant support afforded to others seeking a similar feat, they taught the world to balance in thin air, perfecting their flying techniques in a field near Wright State.

Inspired by the pioneering spirit of the Wright brothers, Wright State intentionally creates pathways to success for its students through diverse educational opportunities. By offering exceptional programs at an exceptional value, Wright State puts quality education within reach. We meet students where they are, then join them on a journey to where they want to go.

If two bicycle shop owners can solve one of mankind's biggest challenges, then we, too, can achieve anything. We are not afraid to try new things, and, just as importantly, we're not afraid to fail. This determination, this grit, this fearlessness, this desire for forward progress—it’s all part of the Wright State brand.

If two bicycle shop owners can solve one of mankind's biggest challenges, then we, too, can achieve anything. We are not afraid to try new things, and, just as importantly, we're not afraid to fail. This determination, this grit, this fearlessness, this desire for forward progress—it's all part of the Wright State brand. More than a name, logo, or color, our brand is a feeling…a promise…a belief. A brand is the message we present and exhibit, within our walls and to the outside world.

Our brand is everything we say and do, and how we say and do it.

 

Recent Brand Blog Posts

Science Olympiad National Tournament

May 26, 2017

Wright State University was honored to host the 2017 Science Olympiad National Tournament (SONT). Teams from around the nation represented their states at the highest level of academic achievement in science, technology, engineering, and math. The weekend featured intense competition among 120 of the best Science Olympiad teams in the nation, striving for honors in events like Electric Vehicle, Disease Detectives, and Hovercraft. Each of the 46 events requires in-depth understanding of rigorous science content, teamwork, and real-world problem solving.

The Office of Marketing was an integral part of planning and executing this complex event. We worked closely with the Science Olympiad organization, university leadership, Event Services, Nutter Center, IT (CaTS), Foundation, and academic units to coordinate the many details of this multi-day tournament.

Objective

An event of this magnitude has many moving parts. It required months of planning, working together with a wide variety of internal and external folks. The overall goal was to ensure that teams and visitors had a smooth competition and a great experience on our campus. From a marketing perspective, this was a fantastic opportunity to show off everything Wright State has to offer to high-achieving students.

Prior to the event, we needed to provide teams with all the information they would need to plan their trip and communicate competition-specific details to coaches and event supervisors. Once teams arrived, we had to ensure that they could easily navigate campus, find merchandise and food, and have some fun in their down time. We also needed to pull off two huge ceremonies in the Nutter Center with the same level of excitement and production value as a professional awards show.

The good news was that Wright State hosted the SONT in 2013, so we had a basic blueprint to follow. However, in 2013 the university was in a very different financial situation. We had to find creative ways to meet the same standards of quality with fewer resources. Many things that were done in 2013 by outside vendors were pulled in-house. It was a daunting task, but one that allowed us to stretch ourselves and try new things. We had a blast working on some types of projects we don't often have the opportunity to work on.

Visual Identity

The first order of business was to establish a visual identity for our tournament that fit harmoniously with the Wright State brand. We created a flag logo that utilized the official Wright State green and gold and included our university single line wordmark. This logo was the main branding element that was used on everything related to the tournament. We collaborated with the university bookstore to get this logo on several merchandise items that were sold leading up to and during the tournament.

We also created icons for each of the 46 unique competition events. The icon shapes were inspired by nautical flags and also used our official colors. These event icons appeared on signage, in the program, and on the offical event T-shirt.

As we got closer to the tournament, we expanded the branding into a fuller look and feel. We took a map background and layered on the tournament logo, some artwork from the icons, and an airplane with a dotted "route." These elements were then adapted into the covers of our printed programs and maps, signage templates, web content, and graphics for the two ceremonies.

Print

The Office of Marketing created several printed pieces for the Science Olympiad National Tournament.

Early on, we created a document to help Advancement attract outside sponsors. It explained what Science Olympiad was and what would happen at the tournament. It also explained the two levels of sponsorships available.

Next, we created a small piece that had just a campus map and the competition schedule to help everyone easily navigate campus. This was designed to fold down small enough to fit in each participant and volunteer's name badge holder for convienience.

The final and most important piece we worked on was the tournament program. Not only did this piece need to communicate a lot of information, it was also expected to serve as a souvenir for students and their parents. It had to be laid out in a way that presented a wide range of detailed information without overwhelming the reader. The final 23-page booklet looked polished and also prominiently featured great content about Wright State University.

Web

We created an event site for the tournament that communicated a vast amount of information to both internal and external audiences.

The Plan Your Trip section gave visitors everything they would need to do just that. It had information on accommodations in campus housing or local hotels, meal plans and on-campus dining, local emergency resources and tourist attractions, etc. The Competition section included schedules, photos of the rooms each event would be held in, a roster of participating teams, and other event-specific information. The Additional Events section featured details on the Opening and Awards Ceremonies, team banquets, and the fun activities academic units had planned for students prior to the competition day. There was a Coaches Corner page where coaches could read FAQs that pertained to them and download the forms they would be required to turn in at registration. There was a section for volunteers that linked to a sign-up form. We also included pages to help visitors learn about Wright State and about Science Olympiad, as well as a contact form.

In the weeks leading up to the event, the web team made updates to this site nearly daily as more information became available. They made live changes during the event, posting the final results within minutes of the Awards Ceremony's conclusion.

Following the tournament, we've transitioned the site into an "evergreen" state so that it now serves as more of a historical record of the event. We've stripped out content that isn't relevent after the fact and changed verbs from future to past tense. The homepage now prominently features a highlights video and a link to the final results spreadsheet. We've also added a photo/video page so viewers can watch the Opening and Awards Ceremony videos, see a photo gallery, and purchase photos from the event from the university's SmugMug account.

Opening and Award Ceremonies

Perhaps the biggest task of the entire tournament was pulling off the two massive ceremonies that officially open and close the competition.

On Friday night, teams filled the Nutter Center with fun costumes and electric excitement. Representatives from each team marched into the arena during an energetic Parade of State. Several speakers then took the stage to welcome competitors and congratulate them on making it this far. Wright State reseacher Elliot Brown, Ph.D., gave the keynote address, presenting his latest work on terahertz radiation.

On Saturday evening, teams dressed in their best to learn who took top honors in the day's competition. Medals were awarded for the top six finishers in each of the 46 individual events and trophies were given to the top 10 teams overall in each division. Along the way, there were special scholorships and prizes handed out by sponsors and for categories like exceptional coaching and team spirit.

Both ceremonies needed to have the same production values as a professional concert or awards show. With attendence of more than 3,000 and thousands more watching the livestream, this was a great opportunity to further the university brand at a national level. The Office of Marketing worked with CaTS, the Nutter Center staff, and Purchasing to draft the ITN and evaluate bids for an outside vendor to bring in staging, lighting, sound, and large video screens. We coordinated with the chosen vendor, Communicore, as well as the local stagehands union for weeks to plan every small detail of the ceremonies.

Our office produced all of the graphics and animations used throughout both events. This included all lower third content for the livestream and graphics for all four screens that make up the scoreboard in the center of the arena.

We wrote the scripts for several portions of the ceremonies, including Doug Fecher's welcome address on Friday, which highlighted the similarities between Science Olympiad competitors and the Wright brothers. We also produced a "Welcome to Wright State" video to further show off all our university has to offer.

On both nights, teams would be milling about the Nutter Center for a few hours prior to the start of the ceremonies. We capitalized on this captive audience and used that time to market Wright State to these students. We curated several hours of existing video from the Wright State Newsroom and cut those segments together with trivia slides we created that featured fun facts about Wright State, the Dayton region, and science in general. We believe the final result was a preshow that was both informative and engaging.

Overall, the ceremonies went very smoothly and we received lots of positive feedback from coaches, students, and parents.

Opening Ceremony Nutter Center

Results

The coordination of all organizations, materials, website, print, and digital showed a high level of integration across our university and elevated our brand on a national scale. The Office of Marketing is very proud of the outcomes produced by this event and looks forward to further opportunities to work on similar projects.

  • The Opening Ceremony livestream was viewed by more than 800 worldwide and the Awards Ceremony streamed to more than 2,400.
  • The PDF of final results from the tournament was downloaded from our website more than 4,000 times in just the first week following the event.
  • Video and graphics assets produced for the tournament will be used in other contexts to maximize our time investment on this project.

An Important Lesson

In the Office of Marketing, we pride ourselves on our exceptional attention to detail. However, we're all human and occassionally mistakes do happen. In the weeks leading up to the SONT, our team worked countless hours to create the hundreds of graphics shown on the multiple screens throughout the two main ceremonies. We carefully reviewed each graphic for typos, paying special attention to getting the names of each speaker, team, and sponsor exactly correct.

On the night of the Awards Ceremony, three members of our team sat with the production crew backstage, prepared to spring into action and make changes on the fly if necessary. The event went perfectly smoothly. The winning teams were announced, the presenters thanked everyone for attending the tournament, and the house lights came up.

Just as we started to relax and pat ourselves on the back for a job well done, we noticed a tiny typo on the closing slide. "Final results are avialable at wright.edu/sont17." Just two transposed letters in a common word. For professionals who had just pulled off a Herculean task, it was a heartbreaking way to end an otherwise amazing event. But it was a great reminder to never let our guard down, even on the parts of a project that seem the simplest.

That said, the Science Olympiad National Tournament was a fabulous event and something that we are truly proud to have worked on. Nearly every member of our staff played a role in this project and our efforts helped Wright State University to shine on a national stage.

Presidential Search Marketing

Mar 27, 2017

In the early summer of 2016, the Board of Trustees announced the start of a presidential search process to select Wright State University's 7th president. By mid-summer, the Search and Screening Advisory Committee (S-SAC) was established and a search firm had been selected to increase our candidate pool and provide confidentiality during the national search. 

Objective

Screen shot of search website

The Office of Marketing and the Office of Communications both had staff selected to support the S-SAC. An S-SAC subcommittee focused on marketing was organized and worked closely with our teams. Our objectives were to create public-facing materials to attract potential candidates and to communicate as transparently as possible to the entire university community throughout the search process. This resulted in three significant products; a website, a search profile document, and a video.

Website

The presidential search website was the primary method of communication to a broad range of audiences, both external and internal to the university. It was decided early on that the primary audience focus would transition throughout the phases of the project based on the current activities of the committee. During the preparation phase (Phase 1) of the search, an initial website was launched that focused on communicating the processes and timeline to largely internal audiences. During the learning phase (Phase 2), the site advertised a series of internal and public events that were hosted to help gather requirements and attributes for the search profile. During the search phase (Phase 3), the site transitioned focus toward prospective candidates as we worked closely with our search firm to advertise the position nationwide. Finally, during the selection and onboarding phase (Phase 4) of the search, the site shifted back to focusing on communications with internal and external audiences. As part of the process of ensuring transparency, all communications that were sent through emails to internal audiences were archived in the news sections of the site. We plan to leave the site live as an archive of the process for some time to come.

Search Profile

The written profile is an integral component of a presidential search process. This document introduces the university to prospective candidates and highlights the opportunities here that might entice them to apply. The marketing subgroup started their work on the presidential search profile immediately. We developed an outline and then gathered previously existing materials that could be adapted to make up the majority of the search profile while the full S-SAC committee worked on finalizing the content for the Leadership Agenda and Qualifications, Experience, and Leadership Attributes sections. Once we had everything written, edited, and approved, the copy was laid out with photos and graphics to make it cohesive and visually appealing.

Video

At the first meeting of the S-SAC marketing subcommittee, we suggested doing something unique beyond the search profile and website most universities develop. With Wright State's recent challenges we wanted to make sure we clearly conveyed the incredible opportunity Wright State offered to potential candidates. We shot several interviews using a range of both long-standing and newer employees to discuss the potential they see in Wright State. The video was edited together with existing b-roll and placed on the presidential search website.

Advertising

To provide the largest possible and most diverse pool, we worked closely with our search firm we to advertise in the following publications.

  • Chronicle of Higher Education
  • Hispanic Outlook
  • Journal of Blacks in Higher Education
  • Women in Higher Education
  • American Conference of Academic Deans
  • Diverse Jobs
  • Inside Higher Education
  • Higher Ed Jobs
  • Council of Colleges of Arts and Sciences
  • Higher Education Resource Services (HERS)

Results

A total of 61 applications were received by the December 5th deadline. The S-SAC was pleased with the size of the candidate pool, the quality of candidates, and the diversity of those who applied. The candidate pool included current sitting presidents, chancellors, deans, chief academic officers, university vice presidents, professors, and business leaders. Most candidates were external, but we also received several applications from within our university. In addition, most applicants possessed doctoral degrees, but we also attracted candidates with medical degrees, law degrees, master's degrees, and some with multiple advanced degrees. At least one candidate was a Rhodes Scholar, several international candidates had applied, as had several with experience in research universities, and the diversity of our pool according to gender, nationality, race, experience, and background was impressive. It was an excellent pool and highly competitive. 

Of these candidates, three were invited to campus for a series of open forums with stakeholder groups. On March 6th, Wright State University named Cheryl B Schrader as our president-designate.

College of Education and Human Services Website 2.0

Mar 23, 2017

The College of Education and Human Services website was migrated into our Drupal content management system (CMS) in 2014. Since that time, the Office of Marketing has worked on numerous college websites and completed user experience (UX) testing with multiple different groups of both current and future students. Utilizing what we have learned, we wanted to make the College of Education and Human Services website our first full 2.0 college site since migrating the site to the CMS.

College Homepage Before

Website homepage old

College Homepage After

Screenshot of after webpage

Goals

  • Integrate everything we had learned going through all college sites when migrating them to Drupal
  • Improve user experience for future and current students
  • Lead conversion
  • Align site with current brand standards

Screenshot of mobile webpage
New page on mobile device

Plan

User experience testing for different sets of users has had lead us to use quite different information architecture and navigation than when we built this college website in 2014. It was necessary to update to the latest standards while also aligning with a greater focus on mobile navigation and content layout. The new pages would be much more streamlined and flow better on smaller devices. To make this signifigant of a change, we ended up rebuilding and reflowing all content pages across the whole site. Though it was more work, this would also allow us to review content more closely than is normally possible.

Results

The resulting site is closely aligned with the most recent Wright State University top-level pages and homepage. The new college homepage—much like the university homepage—focuses on telling the success stories of the institution by integrating alumni, student, staff, and faculty profiles, targeted news stories, and social media. Though making all new pages for content was additional work it allowed us to create a much higher level of polish than would have been possible through a minor facelift. We will be executing the same technique as we work on the rest of the 2.0 college websites. Making all new pages came with their own challenges. We will be paying closer attention to user permissions and redirects when using this model in the future. We also learned we should take more screenshots of the existing sites before we roll new for documentation uses, like this blog post.

RaiderConnect Website Refresh

Mar 22, 2017

The RaiderConnect website is an integral part of the process for incoming student and current students enrollment services. RaiderConnect is a one-stop resource for student registration, bill payment, and financial aid. With such a large portion of our campus using this website on a regular basis, it is imperative we continue to iterate and improve the site for all target audiences. 

RaiderConnect Homepage Before

Raider Connect Homepage Old

RaiderConnect Homepage After

Raider Connect Homepage New

Goals

  • Improve user experience for future and current students
  • Align site with current brand standards
  • Refine mobile experience
  • Improve accessibility standards

Plan

With the assistance of the Enrollment Management Division, we have been gathering feedback using a few different User Experience (UX) techniques over the last year. For the RaiderConnect site, we used a technique called "card sorting" to help improve our information architecture on the site. Card sorting is a technique that allows the user to sort data into different groupings or create their own new groupings. This data is then used to improve the navigation and content organization of the site.

Accounts and Bills Before

Screenshot of before webpage

Accounts and Bills After

Screenshot of after webpage

Results

217 future Raiders who visited campus participated in a card sorting exercise which resulted in many changes from the previous version of the site. Based on this data, a change to the navigation updates Classes and Grades on the previous site into two new terms Registration and Grades and Transcripts. The navigation item named Deadlines was changed to Academic Calendar to help highlight this highly sought-after content. Many other changes to information architecture and content were based off the data provided by the card sort. The resulting page is more user-friendly and much cleaner in appearance, especially on mobile.

Deadlines Before

Screenshot of before webpage

Deadlines After

Screenshot of after webpage

Theatre, Dance and Motion Pictures Website Reorganization and Redesign

Aug 30, 2016

The Theatre Dance and Motion Pictures department site was one of the first sites migrited to our content management system in 2012. With all other department sites now living on their respective college subdomains it was time to move Theatre Dance and Motion Pictures to its rightful home while also providing a much needed refresh.

Homepage Before

Screen-shot-2016-08-30-at-1.32.jpg

Homepage After

Screen shot 2016-08-30 at 1.31.22 PM.png

Goals

  • Improve user experience for customers
  • Reorganize content to be inline with current brand standards
  • Improve organization of performances
  • Increase visual appeal
  • Refine mobile experience

Plan

The Theatre, Dance and Motion Pictures website was one of the first sites built in our Drupal platform in 2011. Since that time our brand, mobile, programmatic and esthetic standards have evolved greatly. This site was originally built on www.wright.edu and not its respective college specific domain (liberal-arts.wright.edu) which is now the standard for all academic departments across the university. A large portion of our planning also revolved around minimizing the effort and complexity for users with the college to be able to edit the site, especially the performances section which in its original state could be quite complicated. There was a lot of interest in making the pages more visually appealing with large photography.

Results

The new Theatre, Dance and Motion Pictures website was built with collaboration between the academic department and the Office of Marketing on the college domain. The new site features a streamlined in brand appearance and refined navigation. Many issues the previous site had while being viewed on mobile have been addressed. Large photography was added throughout the site, with special attention paid to the academic programs and performance sections of the site. A new content type was built that allows for more granular control of the presentation of the details of each performance. Performances now include fielded data for show times, ticket availability, location, promotional materials, and an image gallery. The new performances content type was built to be reusable for the Robert and Elaine Stein Galleries section of the College of Liberal Arts which has similar needs and a current lack of refinement.

Portfolio: Undergraduate Admissions Website

Aug 16, 2016

Undergraduate Admissions was the first site moved into our content management system in 2011 and was long overdue for an update.

Homepage Before

Homepage After

Goals

  • Improve user experience for Undergraduate Admissions
  • Reduce and rewrite content to align with new customer relationship management (CRM) system
  • Integrate Request For Information (RFI) forms into the new CRM
  • Improve and simplify navigation from the university homepage
  • Refine mobile experience
  • Align with new branding colors, fonts, etc.
  • Improve analytics

Plan

The Undergraduate Admissions website rebuild was directly aligned with the rebuild of the university homepageThis allowed for a high level of integration and focus on prospective students during the rebuild as a whole. The Office of Marketing web team worked on the redesign for a year, involving Wright State colleges, departments and units, the Division of Enrollment Management, the administration, and students in the process. 

Results

The new Undergraduate Admissions webpages offer an improved user experience for prospective students. Content, images, graphics, and navigation have all been selected with potential incoming students in mind. For instance, content on the main admissions webpage is now organized by audience, making it easier for visitors to find the information they are looking for and get to Undergraduate Admissions quickly.

Undergraduate admissions webpages were redesigned and built to match the university’s new customer relationship management (CRM) system, a streamlined admissions process that includes a single application for all programs except the M.D. degree. 

With the CRM in place, analytics will track emails and other marketing efforts, as well as the website’s performance. This process will drive further iterations of the site and refine the admissions process.

 

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