About Hofstra
Hofstra University is a dynamic private college on Long Island, NY, where students can choose from more than 140 undergraduate and 150 graduate programs in liberal arts and sciences, business, communication, education, health and human services, and honors studies, as well as a School of Law and School of Medicine. | more |
Events
Transforming the University
by Stuart Vincent
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Rebranding
Hofstra unveiled a new brand last year marked by "a bold and colorful new look, and graphic standards to capture the confident, new spirit of Hofstra's results-oriented, pragmatic and ambitious student body," according to the firm that created the new branding campaign.
Media Logic, an Albany-based strategic marketing and communications firm specializing in brand development, revenue generation, marketing planning and integrated communications, came up with the new look after months of planning with University officials and numerous focus groups composed of Hofstra faculty, staff, alumni, administration, and current and potential students that presented participants with different visuals, slogans and perceptions of Hofstra.
"In the past we used a classic university look, and we felt it was time to communicate the true spirit of our students," said Melissa Connolly, Hofstra's vice president for university relations. "We wanted our new brand to reflect the types of people that make up the Hofstra community, and we are very excited that Media Logic and their creative branding process were able to deliver a new brand that achieved these objectives."
The branding reflects today's Hofstra students – active, enthusiastic, social and outgoing – and those students became an integral part of the new campaign. To recruit students to be the "Faces of Hofstra," University Relations set up tables in the Student Center for two days and invited students to learn about the new campaign and to become the student faces on the University's new marketing and adverting efforts. More than 150 students signed up, and Hofstra brochures, posters and ads now reflect the student population in all its diversity.
The new brand can also be seen on the Hofstra Web site, redesigned in 2006 to update and improve the site and make it easier to navigate. New features include a home page with top headlines from the University, a rotating banner featuring upcoming events, and access to videos and photo galleries of Hofstra events as well as moments in Hofstra history.
And the new branding is evident in the new closed-circuit TV system introduced at Hofstra in 2006. This series of flat-panel monitors located in high-traffic areas and academic and administrative buildings throughout the campus keeps the Hofstra community up-to-date on the latest news and events. In addition to information broadcast University-wide, some of the schools have the ability to upload information of particular interest to their students and faculty, and to broadcast that information only on monitors located in their buildings.
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