Running Head: RUSSERT DEPARTMENT STRATEGIC BRAND GUIDELINES 1

Russert Department Strategic Brand Guidelines

Scott Adsit

Bridget Barkume

Josh Earley

Angelina Rosson

Emma Schapp

Ashleen Sweeney

John Carroll University

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Table of Contents

Identity Summary ……….……………………………………. 3

Brand Positioning …………………………………………….. 3

Brand Vision…………………………………………………... 5

Brand personality ……………………………………..……... 8

The Brand in IMC …………………………………………… 11

References …………………………………………………… 14

Appendices ……..……………………………………………. 15

Appendix A……..……………………………………………. 15

Appendix B…………………………………………………... 16

Appendix C………………………………………………….... 17

Appendix D…………………………………………………… 18
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Brand Identity

Brand Identity refers to the message that is received in a consumer's mind regarding a

product, person or service. A brand’s identity showcases who they are, what they stand for and

what they do. There are a variety of components that make up the identity of a brand, such as

it’s name, logo, age of the brand, nationality, core values, and their product or service category.

Strong brands, in the consumer’s mind, make a distinct correlation between a product or service

and an individual brand. All components of a brand are combined, resulting in the brand

identity, which connects consumers and product recognition.

Named after one of John Carroll’s most beloved graduates and host of NBC’s Meet the

Press, the Tim Russert Department of Communication & Theatre is the destination for students

interested in exploring all major areas of communication such as social media, radio, marketing

communications, digital media and more. Guided by the three principles of Inquiry, Integrity

and Involvement, the Tim Russert Department of Communication & Theatre is a close-knit

community of faculty and students, fostering a creative environment. The department aims to

develop the passion and talent for inquiry, integrity and involvement in all students, thus

continuing the legacy of the departments namesake, Tim Russert 72’.

The Tim Russert Department of Communication & Theatre educates students to become

critical thinkers, applying ethical and effective communication principles into their professions.

Students will be knowledgeable in advances in technology and communication approaches,

while remaining aware of cultural diversity. The Tim Russert Department of Communication &

Theatre provides students with a knowledgeable staff and a selection of classes that are designed

to challenge students, setting them up with the tools needed for a successful career in the

communications field. While pursuing the communication major, students are offered three
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areas of concentration including Communication Studies, Digital Media and Integrated

Marketing Communications. The integrative academic core provides students with the tools to

develop leadership, communication and advocacy skills through writing, speaking and

performing.

Brand Positioning

Brand positioning is what a company or organization wants to achieve and how they want

to be perceived in the mind of the consumer. The goal of brand positioning is to create a very

specific space in the mind of the consumer in which only a single brand can fill the space. It is

based on understanding target audiences, competition, and salient attributes of the brand. Rather

than being set in stone, brand positioning can change over time. However, brand positioning

must always be relevant, credible, benefit-centric, and strategic.

Based on the in-class client and student workshops, the current positioning statement for

the Tim Russert Department of Communication and Theatre is: As an academic department at

John Carroll University, the Tim Russert Department of Communication & Theatre is positioned

towards current and prospective students interested in studying Communication & Theatre. It

delivers an engaging combination of passion and academic nature particularly in terms of

creation relative to other academic departments within John Carroll University.

This positioning statement best represents the brand because it is based on our

understanding of the Department’s target audiences, competition, and salient attributes. The

target audiences of the Department are currently declared and prospective students interested in

studying Communication & Theatre at John Carroll. The Tim Russert Department of

Communication & Theatre works to develop young professionals for the future. The hope of the
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Department is to form creative and professional individuals that are prepared for success

following graduation. The faculty and staff within the Department are focused on this target

audience and in providing current and prospective students with an intentional, engaging, and

passionate Communication & Theatre experience.

Competition of the Russert Department includes the other academic departments at John

Carroll. The Tim Russert Department of Communication & Theatre is unique from their

competition as they are driven by passion, not monetary value. This was clear in our in-class

workshops and something faculty and staff members and students felt similarly about. There is a

unique passion within the Department that sets us apart from different academic departments.

The combination of passion and academic nature allows the Tim Russert Department of

Communication & Theatre to have a passion for growth, knowledge, and remaining up-to-date in

a constantly changing world.

Salient attributes are key when creating a positioning statement. The salient attributes we

determined of the Department include aspects of passion, creation, engaging, and academic

nature. Passion within the Russert Department includes the passion to grow, the desire to expand

knowledge, and the love for what we do. The Department demonstrates creation through the

development of content, production, and success. Both students and faculty and staff members

work in a way of growth and creation. Engaging sets the Tim Russert Department of

Communication & Theatre apart from the rest through collaboration, involvement, interactive

learning, and regular working with others. It is not an individual experience, rather one that is

engaging and cooperative. Although academic nature is a point of parity when comparing the

Russert Department to other academic departments within the University, the combination of the
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academic nature with the other salient attributes allows the Department to stand out among the

rest and create a strong positioning statement.

Brand Vision

Brand vision is the structural framework for the development of the brand. Brand vision

drives the brand in a certain direction and gives the brand something to work toward. Brand

vision can also help the brand stand out in the eyes of consumers, employees and competitors.

Brand visions are made up for core vision elements and extended elements. The core elements

are 2-5 compelling and differing elements that will help the brand stand out. The extended

elements gives a deeper meaning to the brand and can help further develop it. Since the elements

are not as differing or compelling as the core vision elements, it is not in the main framework for

the brand development. In such a crowded market, it is important that brand visions have

differing elements so they stand out and continue to look appealing.

Core Elements

Creation- In a field that is ever changing, it is crucial that graduates are creative and

willing to try different things. Students need to be able to create their own success by being

willing to try new things and step outside of their comfort zone. Communication students are

given different projects that pull on and strengthen different qualities. Projects can range from

research papers to interviews to creating marketing campaigns for outside clients. These projects

all give students a chance to try something new and be confident in their abilities.

Creating success is something that is instilled in students from the beginning. The only person

that can ensure success is the student itself. It is up to the student to ask for help when they need

it and to take control of their education. This ties into other core values, such as passion and
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academic nature. The Tim Russert Department wants their graduates to take initiative and create

their own success.

Engaging- Professors know the importance of making their classes as engaging as

possible. Unengaging classes have no benefits for the professors or students. Students do not pay

attention in these unengaging classes and the professors are not getting the material across. It is

important to the Tim Russert Department that classes are engaging in order for students to get the

most out of their education.

There are a variety of different ways professors ensure that their classes are as engaging

as possible. Classes are interactive by having small group discussions, activities and speakers.

John Carroll alums often come to the Tim Russert Department to talk about how the classes at

John Carroll helped them get their current job or help them be successful. These speakers give

insight to the post grad world and also gives students a chance to network.

It is important that prospective and current students know how engaging the classes are.

Classes in the Tim Russert Department will be engaging and students will get something out of

the classes they are taking.

Passion- Both students and faculty of the Russert Department care deeply for what they

do and how it leads to growth and an increase of knowledge. Whether it be finalizing a project or

presenting a lesson, individuals in the Department cary themselves with a sense of passion. By

giving their full effort and attention to all that they do, students and faculty give themselves the

opportunity to walk away from a task knowing that they have presented their best work, tested

their abilities, and expanded their skills.

There are a variety of different individuals in the Department. All of these people have

their own plans for where they want to be in the future and what they want to take away from
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their time in the Russert Department. Regardless of how they want to grow, passion is always

emanated in what they do. This passion is very clear to see by looking at the quality of work that

comes out of the Department. Professors have a desire to see their students learn and grow into

well prepared professionals in their industries.

It is important for prospective students to know that the Department isn’t about going

through the motions for selfish reasons. Those in the Department care about what they are doing

and their work is representative of that.

Academic Nature- Students and especially faculty are up to date with current trends in

their respective industries. Professors want their students to have current information that they

can use when entering the workforce. Professors prepare their students with hands on exercises

that engage students to to use real world techniques and practices.

The Russert Department is advanced in the way that its faculty present students with

information that they acquired while working and studying their fields. Professors aren't likely to

lecture from a book but rather give new information while also helping students explore older

trends that have remained current.

Students are heavily engaged in the learning process. A large portion of learning that

takes place in the Russert Department is hands on. This is done through projects, in class

exercises, and group work. This helps to acclimate students to working independently and with a

team.

Extended Elements
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Intentionality- Everything that is done in the department is purposeful and planned out.

This goes for the work that students present to their students as well as the way that students

have a path that they are actively taking.

There is purpose in even the smallest assignments given to students. Students can look at

an array of assignments and see how they connect with one another to create a substantial lesson.

Students also have a purpose in the way that they constantly take steps down the pathway that

they have created for themselves. This differs for each and every student in the Department but it

can range from a desire to understand a topic to wanting to excel at a dream job.

Growth- For people to continue to feel fulfilled they have to be growing and working

towards someone. This growth does not have to just be intellectual growth, it can be social and

professional as well.

The Tim Russert Department of Communication & Theatre offers an array of

communication courses that can allow students to grow and try different tracks. This can broaden

their view on communications and they can use those courses to help strengthen their skillset.

Taking different courses will make graduates appear more well-rounded and appealing.

Brand Personality

Brand personality is a set of human characteristics associated with a brand. (Aaker 1997,

p 347). It is the brand’s self-expression. Personality helps define who the target consumer is,

therefore allowing consumers to see what they would look like if associated with the brand. The

tie between consumer and the brand’s management grows closer when personality is defined.

Personality manifests in tone and voice of the brand when language in marketing materials aims

to convey specific brand personality characteristics. The dynamic traits of the brand are

interpreted through tweets, captions, copy and several other facets. These pieces should be
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consistent in delivering a brand experience that can be manipulated by consumers to fit their

image of the brand and perpetuate positive emotion surrounding it. Language used by the brand

influences a consumer’s impression of the brand.

We concluded several brand personality characteristics for the Russert Department. The

first is driven; students in the department are aspirational and that aspiration is pushed and

developed by the professor’s in the department. Members of the department work hard and are

goal-oriented. The second characteristic is down-to-earth; upon discussion it was determined that

the Russert Department is the opposite of pretentious. It is made up of a group of people that

follow a Jesuit mission that keeps us humble and personable, rather than showy and ostentatious.

Building on the latter, the department is friendly. The Russert Department is a single community,

rather than multiple individuals. The department is collaborative and requires students and

faculty to be kind to others. Third, the department is original. The Russert Department is original

because of the plethora of creative, unique work that is produced from it. Students may all be in

the same department, but most will find themselves looking forward to vastly different career

paths. Whether it be marketing, public relations, videography, theatre or a communication

theory, every Russert student is encouraged to take their education and knowledge and mold it

into whatever their career path looks like. Lastly, the Russert Department is confident. Like

stated prior, students are urged to pursue whichever path seems fit for their goals and dreams.

They are also urged to do so with confidence. Students present their work with vigor and pride,

knowing that they worked as hard as they could and that it is backed with a departments-worth of

knowledge. The department is a well-oiled machine, making sure every student is sent into the

world, confident in the tools provided to them by fellow classmates and past professors.
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These brand personality characteristics appear to be a cohesive, yet dynamic, image of

the Russert Department. We settled on each of these characteristics separately and slowly saw

how they’d come together in harmony. So, why did we choose the previously mentioned four

main personality traits? Imagine the department approaching you on the street. We saw it as a

young person filled with hope and confidence in their future. Someone who feels inspired to

create and problem solve in an original and unique way. Their life could go in so many directions

and they are equipped with all of the tools they need for wherever they end up. Yet, this person is

humble, kind, down-to-earth and friendly. They encourage you with their confidence and drive.

You’ve just met the personified Russert Department.

What was most important for these brand characteristics was to embody the students in

the department, the professors and the work they all do. At the end of the day, the brand is

personified on a day to day basis as it can be seen when walking into a communication

classroom, a club meeting or a professor’s office. The elements chosen are the best

representation of the brand because they are the overarching elements that continued to arise in

every conversation held about the branding of the Russert department. The traits include what it

is and what it is hoped to be by the three workshop groups and our class as well.

The Brand in IMC

After pinpointing the Tim Russert Department of Communication & Theatre’s brand

vision, position and personality, it is crucial to translate those components towards an action.

Making changes by altering visuals and aesthetics of the IMC components is key for

communicating a cohesive yet recognizable brand. The Tim Russert Department of

Communication & Theatre is centered on the core elements of passion and its innovative

academic nature. The department uses this strategy to set apart themselves from other
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departments in the institution. The brand should communicate their vision, positioning, and

personality through the use of updated visuals, content, and new marketing strategies.

A visual recommendation for the brand is further development of the website. When

students inquire about a department and what they have to offer they tend to head to the webpage

to find information before any further action. The website is a platform that the department can

use to reach students more effectively and communicate their brand. The current homepage

designated for the Tim Russert Department of Communication and Theatre features an updated

news section and one picture of the Dolan Science Center. Here is an area that the department

can focus on to deliver a clear brand. By adding professional pictures to the homepage that

include students in the department, current faculty members in action, and photos from past

events, prospective students will be able to visualize the department instead of reading a vision

statement (Appendix A). The page should also show a picture of the O’Malley Center on the

homepage for that is where the home of the department is located (Appendix B). The picture of

the Dolan Science Center can mislead students. The pictures should represent the students from

each concentration. The main photos should include students performing a play, students

commentating in the news room or at the radio station, and students working in groups or

working in the computer lab (Appendix C). These photos will demonstrate the core element of

academic nature. Learning at the Tim Russert Department of Communication and Theatre is

more than reading from a textbook and listening to a lecture from a professor.

Another area that the department should capitalize on to communicate their brand is to

focus on the faculty members. One personality trait of the department is personable and along

with this trait comes friendliness and the vision element of intentional. The faculty is here to

grow personally but also further our knowledge in all areas of communication and theatre.
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Because John Carroll University and the department are not very large programs, there are only

twelve full-time faculty members. Twelve full-time faculty members that are infused with

passion and experience. To grow the personable personality trait that the brand embodies, it is

suggested that each faculty member has a photo of of themselves next to their name on the

website. Putting a photo next to the names of the professors creates a more inviting and

intentional brand. Students will be able to put a name to a face. Also, in the Carroll News it

would be purposeful if there was a small section designated to the department and each month a

faculty member is featured including a small biography, interests, intentions, and fun fact. In this

case students would be given the opportunity to connect more on a personal level with the

professor and interest prospective students to get to know them even more, after knowing a little

bit about them and what they are here to do.

The Tim Russert Department of Communications and Theatre represents a student body

of creators. Students are creating content, creating productions, and creating success. In order to

make students feel more connected to an intentional program the department should also feature

alumni who have graduated from the department that have either reached their goal or are

embarking on a journey to get there. The department can do this by adding profiles of alumni to

the website with photos and biographies (Appendix D). The alumni who are willing to should

leave their LinkedIN profile and contact information so that they can be reached with any

questions that the students may have. Also, it would show purpose to bring in an alumnus with a

story about their journey and their work to speak each month. The speaker could discuss and

connect with the students in the TV studio. In order to market this, the department can display

this on the news monitor in the lobby, place posters around the department, and send out an

email to students of the department notifying them of the alumni visit. When students are able to
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see what they can achieve or how they can succeed through the Tim Russert Department of

Communications and Theatre it instills aspirational goals and intentionality in the them.

The Department can use IMC to deliver core elements of the brand that include creation,

engagement, passion, and academic nature. By communicating more with the students on how

the brand represents these elements, it better develops the brand and makes it easier to see what

the department is all about. Through updating the website content accordingly, presenting the

faculty in a unique way, and introducing a monthly alumni speaker, the department can

communicate their brand to the students in an effective way.

References

Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research,34(3), 347-

347. doi:10.2139/ssrn.945432

(n.d.). Retrieved from https://english.fas.harvard.edu/people/faculty/

(n.d). Retrieved from https://foursquare.com/v/thomas-p-omalley-center-for-communications-and-

language-arts/4ba1ae27f964a52092c737e3
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(n.d.). Retrieved from http://www.sbcc.edu/clrc/computerlab/index.php

(n.d.). Retrieved from https://news.lafayette.edu/category/featured-alumni-success-stories/

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Appendices

Appendix A:

Appendix B:
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Appendix C:
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Appendix D:
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