In early 2010, Georgia State began work on parallel projects—strategic planning and branding identity—to build a stronger university. Both of these projects drew on research gathered from 4,200 participants in nine key university constituency groups. This research reaffirmed the university strategic plan’s direction and led to the creation of the university’s position statement and five supporting messages detailed on this site.

The research began with a review of existing data and communications, competitor strategies and internal perceptions of Georgia State’s distinctive advantages. These findings were supplemented by in-person interviews conducted with members of the university community and key external audiences.

These interviews probed audience perceptions about the attributes and personality traits that make Georgia State “different and better than competitor institutions.” The identity findings were used in quantitative research with the university’s most important internal and external stakeholders.

This research was analyzed and synthesized by a group of public relations and marketing experts across the university, led by Don Hale, vice president for public relations and marketing communications. This committee consisted of:

• Ken Bernhardt, the Regents Professor of Marketing Emeritus, J. Mack Robinson College of Business
• Ann Claycombe, director of communications, College of Arts & Sciences; Staff Council
• Pam Ellen, associate professor of marketing, J. Mack Robinson College of Business
• Andrea Jones, assistant vice president, Public Relations and Marketing Communications
• Ellen Powell, director of branding and creative services, Public Relations and Marketing Communication
• Tim Renick, vice provost and chief enrollment officer