SDSU Brand Strategy Marketing Goals Priority Audiences 1

SDSU Brand Strategy Marketing Goals Priority Audiences 1. 2. 3. 4. 5. Strengthen SDSU’s academic and research reputation Enhance pride in SDSU and its accomplishments Increase alumni engagement and donor support Secure local, state and federal support for SDSU’s budget and legislative priorities Grow SDSU’s ties with the San Diego community § § § Students Faculty/staff Donors Alumni Prospective students University Positioning Tone and Personality § § Parents San Diego community Higher education peers Public officials SDSU – through its outstanding people and nationally recognized programs - is propelling the region into the future. We are “San Diego’s University. ” The SDSU brand is driven, but not impetuous. It is ambitious and focused on future success without being ruthless. SDSU is pioneering, but not radical. It is on the forefront of new programs, initiatives and discoveries that apply to the real world. SDSU is audacious, but not reckless. It is bold, courageous and will to try new things without taking unnecessary risks. SDSU is nurturing, but not pampering. SDSU cares and goes the extra mile to support the students/community without coddling. Important Triggers § § § Strong feelings by alumni that their SDSU education was a wonderful experience that prepared them to be well-rounded citizens and day-one job ready Nearly two-out-of-three SDSU graduates remain in San Diego after graduation – enriching the region and creating a powerful “Aztec network” Aztecs feel a deep sense of commitment to service and making the world a better place Location in a dynamic region which embraces innovation and entrepreneurship Beautiful and historic campus with a welcoming, friendly atmosphere