Photography and Your Brand

Shelly Rosenquist and Bethany Veglahn

Shelly Rosenquist is a Senior Communications Specialist at UW-Milwaukee. Along with design, she is also instrumental in creating branding and integrated marketing campaigns, project management, and art direction for projects and photo shoots.

She is a true creative – she writes, draws, concepts, communicates. She has won many design awards during her 18-year career including three Wisconsin Communicator Awards, a Bronze CASE Award and most recently a Merit Award for Higher Ed Marketing.

She developed the branding for UWM’s College of Engineering & Applied Science, Zilber School of Public Health and is currently working on a complete re-design of the UWM Alumni Association’s logo as well as the re-branding of UWM’s School of Information Studies.

Bethany Veglahn is a Senior Communications Specialist at UW-Milwaukee.

Beth creates integrated marketing campaigns, which include print, email and web components, art direction of photo shoots and project management. She designs extensively for UWM's Lubar School of Business and recently won a Silver Award from Higher Education Marketing for the design of the school's 2011-2012 ad campaign.

She is currently working on a re-branding of UWM's School of Information Studies, preparing for a re-brand of UWM's Lubar School of Business this summer and co-leading the design direction for UW-Milwaukee's 2014 Recruitment materials.

Transcript

1. Photography and its Key Role in Your Brand   Presenters: Shelly Rosenquist & Bethany Veglahn  
2. A Need for Change In 2010, UWM started a major revamp of their long term campaign “Something Great in Mind.”
3. 2010 Campaign Research •  Focus groups with stakeholders in Fox Valley and Milwaukee •  UWM current students and high school students •  High school counselors •  Local Business Leaders •  Alumni •  Faculty and Deans •  Parents of high school seniors
4. Focus Group Results •  Be stronger/bolder •  UWM has arrived •  No longer an aspiration but delivering concrete, measurable results •  Build UWM attitude/pride
6. The New Brand •  Photo pose developed to exude: – Attitude, pride and confidence. •  Subjects strong, in the forefront, proud of their campus in the background.
9. POWERFUL IDEAS PROVEN RESULTS
10. Media Placement •  Journal Sentinel •  Journal Sentinel Online •  Billboards in Southeastern Wisconsin •  General Mitchell International Airport •  Newspapers/Publications in Southeastern Wisconsin •  National College Fairs
15. POWERFUL IDEAS PROVEN RESULTS Jerome Billboard Lamar 10-1-2012 N/S I-94 @ 22nd St 14x48, 1/4”=1” scale
16. POWERFUL IDEAS PROVEN RESULTS JayMe Billboard Lamar 10-1-2012 W/S I-94 N/O Ryan Rd 14x48, 1/4”=1” scale
17. Mark Billboard Lamar 10-1-2012 E/S I-94 S/O College Ave 14x48, 1/4”=1” scale POWERFUL IDEAS PROVEN RESULTS
18. POWERFUL IDEAS PROVEN RESULTS Gabby Billboard Lamar 10-1-2012 E/S I-94 .4MI N/O Okla 14x48, 1/4”=1” scale
22. Flash Forward 2013 Focus Groups •  Tested existing marketing materials •  The 2012 Viewbook received accolades for size, fonts, images, creativity •  Suggested a fresh approach to PIPR pose •  Too staged. More authenticity wanted
23. Instagram Influence   @redredbobenna @kelseytraindl
24. Instagram Influence   @wormlips @apple_of_eden
25. Instagram Influence   @sweenjay @haychisholm
26. 2014 Recruitment Materials   •  Viewbook •  Photography style •  Paper •  Infographics
27. Photography Integration   •  Art Direction – Instagram effect – Infographic incorporation •  Photographer Styles
40. Recruitment Segments   •  Traditional •  Out-of-State •  Transfer Students •  Adult Students – Veterans •  Parents
41. Web Integration  
44. Questions?