The groups also issued some caveats. For starters, there seems to still be some general head-scratching around the phrase “A Place Called Progress.”
This is understandable. Admittedly it’s an assertive, even off-centered statement that makes you pause and think. On its own, it might not make immediate sense. That’s why it’s imperative the statement is backed up with storytelling and messaging that aligns with and highlights four key attributes of that brand platform. Context is everything.
Another key piece of advice from the C&B group and PAC: The importance of linking APCP to the classroom to spotlight how faculty embody progress and innovation. This input included a "watchout" - a concern among faculty that marketing campaigns will try to drive and influence curriculum.
To which we would suggest: we're all in agreement. It’s actually the reverse: the brand platform (from which individual marketing campaigns take shape) is informed by the curriculum and our faculty’s approach to their work. Just as it’s informed by our mission, vision, core values and stakeholder focus groups and interviews during the extensive discovery phase of brand development. We’re simply using APCP to broadcast those values to the world in a cohesive way.
“A Place Called Progress” is not meant to be slathered broadly over any aspect of IC we want to call attention to in marketing work. IC is already infused with these qualities, and we can use APCP to amplify and tailor the messaging to taste.
Questions or feedback? Any topics you’d like this blog to explore in more detail? Email firstname.lastname@example.org.