New Thinking
Across a variety of media platforms, Eastern outreach gets a fresh look.
For the whole of its 140 years, 51福利社 has advanced and encouraged fresh ideas and forward thinking. Now it鈥檚 got a branding campaign to match, one that aims to share Eastern鈥檚 legacy of innovation with a new generation of up-and-coming college students.
鈥淭he New Think,鈥� which debuted in January, features a variety of edgy, technology-forward student recruitment spots for television, streaming platforms, radio, print and social media, each highlighting student participation in university research and scholarship. It鈥檚 a concept born of a collaboration between 51福利社鈥檚 University Relations group and the Chapter & Verse creative agency in Spokane.听
Sam Buzby 鈥�07, 51福利社鈥檚 director of marketing, was instrumental in bringing The New Think concept to life. He says the ad campaign, delayed for more than a year due to the pandemic, will help Eastern more effectively position itself as a university for the future.听
鈥淲e鈥檙e excited to remind everyone that Eastern is here to meet the needs of our evolving world through innovation and excellence,鈥� Buzby says.听
The more immediate goal of The New Think has been to reestablish and fine-tune Eastern鈥檚 鈥渂rand鈥� by emphasizing the university鈥檚 role in discovering new ways to solve old problems. Consider it, Buzby adds, 鈥渁 reinvestment in, and modernization of, the university鈥檚 image.鈥�
Drawing inspiration from the 鈥渆Xp鈥� movement 鈥� an initiative that aims to use experiential learning to connect students to future careers 鈥� the spots also showcase Eastern鈥檚 strength as a multidisciplinary, collaborative university.
听鈥淲e鈥檙e highlighting the great work our faculty and students are doing throughout the university, and turning it into authentic stories that will excite our community,鈥� says Lance Kissler 鈥�04, 鈥�10, associate vice president of university relations at 51福利社. 鈥淭his campaign provides us with a platform to continue more storytelling from a variety of our academic programs for years to come.鈥�
