Task Force for Integrated Marketing

We are really only as strong as the messages we send out to the community, and right now we are diluting our circle of influence with inconsistent communication. We have not maximized the tremendous progress of the University over the last 20 years.

-- President Daniel O. Bernstine

In January 2005, President Dan Bernstine mandated that the University community sharpen and clarify the way we communicate Portland State University's unique message. Our limited resources make this effort especially critical. It is imperative that we coordinate our external messages so they can be leveraged most effectively. In effect, we need to strengthen the image of our academic units and enhance the reputation of Portland State as a whole--and do it in the most efficient manner possible.

To meet this mandate, a task force of representatives from across campus convened to engage the campus community in an authentic and meaningful process to translate the University's mission, vision, and values into a set of key messages and to develop a visual identity program. Working with Lauer and Associates, considered the foremost experts on higher education marketing, the task force sought guidance and feedback from faculty, staff, students, alumni, and community partners at strategic points throughout the process. Their work also included:

  • Assessing the current marketing and communications operations across campus;
  • Inspiring discussion among faculty, staff, students, administrators, executives, alumni, board members, and community leaders on how to portray Portland State's identity accurately to external audiences; and
  • Setting the stage for a "special initiatives" marketing and communication plan that assists the campus community in communicating singular messages to key target audiences in order to raise awareness and perception of Portland State University.

PSU's New Identity

The result of the task force's work is a comprehensive identity program that includes a new logo, font faces, print and Web design templates, and concise messages that support and communicate the University's strengths: our commitments to sustainability, diversity, and internationalization; our connections with community partners; our beautiful urban environment. These communication tools are yours to use as you promote your unit's events and programs.

Thanks to You

Task Force members extend their thanks to the entire campus community for your input and opinions, whether positive, negative, or neutral. Your feedback helped to shape discussions and decisions and, most importantly, to uncover the stories and ideas that define Portland State.