NAU marketing initiative on track
NAU's branding and identity initiative has moved closer to completion. Representatives from the marketing firm Lipman Hearne, after months of research that included online surveys last spring, tested concepts with focus groups on campus, in Phoenix and in San Diego late last month.

"A solid marketing effort includes extensive research, discussion, debate and analysis in order to be successful," said Carla Andrews-O'Hara, interim director of marketing. "We're excited that we are now in the final stages of the process. Extensive research has been conducted that includes input from various constituencies—current and prospective students, students who had left NAU, alumni, high school counselors, faculty and staff—and we appreciate all those who have taken time to be involved." The research also included high school teachers, regents, and community leaders.

Lipman Hearne representatives were on campus testing design concepts and discussing recommendations for the new verbal identity, or positioning platform. The 17 focus groups included current students, faculty, staff, alumni, administrators, deans, chairs, and marketing and communications staff. Focus groups also were conducted with prospective students in Phoenix and San Diego to learn more about how we are perceived by our target audience of high school students, Andrews-O'Hara said. "Students were a critical factor in the process."

Lipman Hearne will next take the ideas and attitudes gleaned from its research, finalizing the design and verbal identity with NAU direction, to create the marketing plan and graphic standards manual. Andrews-O'Hara said she expects to begin implementing the new identity in late December and early January.

To learn more about the university marketing initiative, visit www.nau.edu/president and select Marketing Initiative for FAQs, or contact: Carla Andrews-O'Hara, 523-0914.