Bentley Vanguard

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ThursDAY, oCTobEr 25, 2012

WWW.bENTLEYvANGuArD.CoM

Bentley’s Marketing Department rolls out new logo The campus takes this opportunity to look back and reflect on the evolution of our school By Lacey Nemergut NEWs EDiTor

Throughout this week packed with midterms and interviews, Bentley is preparing for its annual homecoming celebrations as it accepts its revamped institutional logo. The administration, busily creating the ideal positioning for the University’s blend of core business classes laced with liberal arts, has released the new logo straight from the Office Of The President. “We are now ready to move forward with an enhanced, more timeless brand identity,” said President Gloria Larson, addressing the

Bentley community. “We will be introducing the revised logo in different forms over the coming weeks, beginning at Homecoming.” Larson detailed the major purpose of the campaign, addressing the primary objectives. “The Campaign will target key audiences in an effort to grow awareness, enhance perceptions, and increase the number of prospective students, partners, and supporters that engage with us,” said Larson. A common misconception on the new logo involves the presence of the clock tower. “Some folks don’t realize that the clock tower that we

Bentley has been plastering the campus with posters in anticpation of tonight’s event.

5 CITY YEAR City Year Alumna Molly Godfrey talks to us about her experiences in LA.

had was introduced by our last marketing VP…there have been several versions of our institutional logo over the decades,” said Michele Walsh, director of News and Communication. “It’s exciting to see the evolution of a logo.” In addition, some students questioned the necessity of a rebranding campaign. According to funded research of 11 different audiences, only 6 percent of students named Bentley, unaided by any prompts, when asked to name a private college and university in the Northeast whereas 24 percent named Bentley when asked to name an undergraduate school known for business.

Courtesy of Jimmy Doan

Bentley Administration took key feedback to heart and redesigned the new logo (left).

In response to the survey, David Perry, Bentley’s Chief Marketing Officer, said, “We need to increase awareness in order to be part of the initial collection of schools prospective undergraduate students consider. For example, NYU had 24 percent unprompted awareness in our study. We don’t expect to reach 24 percent but we can target the 810 percent range over the next 3-5 years.” “Many in the [local area] remembers Bentley as a predominately accounting school, a certificate school…they don’t realize all that we offer now and all the students have made of it,” said Walsh. “We still need to market to our own community in New England as well.” “Perceptions lag reality about 5 to 10 years,” said David Perry in relation to the accounting identity surrounding Bentley. “I encourage students to join me as brand ambassadors for Bentley. By sharing your unique experience with others now and in the future as active alumni, you will help Bentley continue to build awareness and further enhance our growing reputation,” said Larson. Finally, as to the comments regarding university spending, the administration provided a statement on funds. “It’s not about spending more or less. It doesn’t impact tuition,” said Walsh. Walsh detailed that the university, as any effective business does, calculated the marketing budget without impacting tuition or other accounts. A portion of the money went towards market

research to further enhance understanding of the market and incoming freshmen. The administration, in light of midterms, interviews, and wanting to celebrate campus accomplishments, hopes to reward the campus in a must-attend event this Thursday night on the renowned Bentley green space. “There’s a lot to celebrate. The brand piece is icing on the cake,” said Jimmy Doan, Program Coordinator for Student Activities. The event encompasses Bentley’s rich history as it nears its 100 year anniversary. Professor Cliff Putney is currently compiling records, detailing the founding of the university prior to World War I and its evolution in preparation for the centennial. Founder, Harry Bentley, originally left Boston University convinced he had a better approach to teaching accounting. ‘Teach like hell from bell to bell,’ Bentley would say. The administration hopes to release a new marketing campaign in the near future, partnering with Professor LeDoux’s marketing class to spearhead the initiative. “I am really excited about the new brand, the “Prepared” positioning, and the campaign that will roll out next semester,” said President Gloria Larson. “Now we can bring our brand to life by showing the world how Bentley’s distinctive form of preparation translates to compelling value and benefits through creative, relevant, high impact storytelling.”

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Courtesy of bentley.edu


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