ELC Case Study

A Designer’s Case Study of the

Entrepreneurship Program

at Millersville University

By: LeAnne Walters & Megan Fanelli

TABLE OF

CONTENTS Project and Logo Overview................................4 Logo Ideation.......................................................5 Stationary.............................................................6 Creating an Identity............................................8 Creating Collateral............................................10 Addressing the Web.........................................12

O verview About

Logo

Millersville’s new innovative Entrepreneurship Program was launched in Spring 2013 providing a new set of opportunities for students.

What makes up this program is the combined efforts between the Entrepreneurship Minor and the Entrepreneurial Leadership Center.

Fall 2012 a student designer was hired to begin branding the Entrepreneurship Program by creating a logo design. Through hours of work and ideation he created a logo which captures the unity of the two entities becoming one. Spring 2013 a new student was hired as the a designer to begin creating collateral for the Entrepreneurship Program. Later in the Spring semester two more students were added to the design team to assist with identity, print materials and web related design.

This designer created the logo to be very versatile so that it can be used as a combined logo for both the Entrepreneurship Minor and the Entrepreneurial Leadership Center as well as a unique logo to define each.

L ogo V ariation Combined Logo The combined logo unites the Entrepreneurial leadership Center and the Entrepreneurship Minor with the circular motion as well as arrows leading back to each other.

Entrepreneurship Minor When only the blue arrow is present on the logo it represents just the entrepreneurship minor. The red-semi circle stays to show that the entities do also work as a program.

Entrepreneurial Leadership Center Without the blue arrow this logo represents just the Entrepreneurial Leadership Center, but with the blue semi circle/e left in place they are still identified as one entity.

Logo Developed by: Kris Bratcher

S tationary At the start of the Fall 2013 Semester Megan Fanelli created the following stationary for the Entrepreneurship Minor. This stationary was based off of the logo colors and design styles created by the previous designer. The abstract crossword style design was created through many hours and much ideation.

The design was not used for its original stationary purpose but got carried into the collateral materials for the Entrepreneurship Program.

Dr. Stephanie Schwartz Director of Entrepreneurship Minor

P.O. Box 1002 Millersville, PA 17551-0302 www.millersville.edu

Phone: 717.872.0000 Fax: 717.871.0000

P.O. Box 1002 Millersville, PA 17551-0302

P. O.Box 1002 M illersvill e,PA 17551-0302 ww w .millersvill e.edu

ENTREPRENEURSHIPROGRAM P

A M ember of Pennsyl vania ‘sState Syst em ofHigher Education

Phone: 717.872.0000 Fax: 717.871.0000

C reating an I dentity

Identity starts with a concept and brainstorming is the best way to come up with a concept! So, the student workers went to the Entrepreneurship class and had a discussion about what entrepreneurship means to them. After a full page of ideas (as you can see in the image above), what stuck out most too us was that in the future this minor may be what sets you apart from the competition. So this became our slogan for the Entrepreneurship Program: “Set Yourself Apart�.

The next step was to create moodboards to express what Set Yourself Apart meant to us. Ideas for the moodboards varied greatly between designers at first. Through critiques and more brainstorming sessions we narrowed down the concept and moodboard to what you see below.

Collaboration of Moodboards and Ideation: Gaetano Juliano

C reating C ollateral Once the identity of the Entrepreneurship program was established, Megan and LeAnne started working on collateral pieces that were needed as soon as possible for the upcoming semester. Students looking to register for classes in the Fall needed to be exposed to this new opportunity of the Entrepreneurship Minor.

Make students aware of the new minor was very important, to accomplish this an email blast was created to go out to the entire student body as well as posters placed around campus.

Megan and LeAnne also created an email blast for advisors.

This allowed the advisors to be more aware of the minor themselves and be able to correctly inform their advisees about this new opportunity.

Megan also took the time to create a fact sheet to get out more information about the Entrepreneurship Program. This fact sheet consisted of information about the Entrepreneurial Leadership Center as well as the Entrepreneurship minor and how they work together. This is used in any occasion when a student is requesting more information about the Entrepreneurship program.

Entrepreneurship Minor

Entrepreneurial Leadership Center

Entrepreneurship Minor and Entrepreneurial Leadership Center (ELC) COMING SOON! Innovator in Residence Series

Bringing high profile entrepreneurs and innovators on campus for speaking and engagements.

Entrepreneurship Minor Requirements: ENTR 201 Art of Entrepreneurship (3 Credits) ENTR 315/316 Entrepreneurial Practicum (3-6 Credits) COMM 390 Social Media Campaigns (3 credits) WSTU 491 Creativity, Innovation and Engagement (3 Credits) ENTR 488 Principles of Business for Entrepreneurship (3 Credits) 18 credits required for the minor, which may include an approved elective.

LEARN MORE! ENTREPRENEURSHIP MINOR A cross-disciplinary minor encouraging students of all majors to identify opportunities and value and to develop the art of creative problem solving.

Students enrolled in the minor will learn to think entrepreneurially. Students will also be expected to develop ethical orientations to make informed decisions, create strategies, practice leadership, and build relationships.

4 Core Divisions of Entrepreneurship 1. Small Business 2. Corporate 3. Social 4. Educational “ These 4 core divisions of entrepreneurship are vital to the future success of the students regardless of the career paths they choose.”

– Victor Capecce Entrepreneurship Professor PROGRAM GOALS The specific learning objectives of the Entrepreneurship minor include: • Students will learn to think entrepreneurially, where the student, regardless

“ After just a few classes of The Art of Entrepreneurship, it began to change my view of the world! ” – Megan Fanelli (Spring 2013)

“Students at Millersville University

are truly excited about the topic of entrepreneurship. In its first offering, the introductory course for the minor was ���������� ���� with a waiting list of even more students wanting to taking the course.”

– Dr. Stephanie Schwartz

CONTACT INFORMATION Entrepreneurship Minor Dr. Stephanie Schwartz E-mail: sschwartz@millersville.edu Phone: (717) 872-3470 Entrepreneurial Leadership Center Dr. Jennifer Jester E-mail: Jennifer.Jester@millersville.edu Phone: (717) 871-4500

of business or social environment, recognizes opportunities, prioritizes and manages problems, and demonstrates both initiative and perseverance in pursuing ideas • Students will learn to identify resources and tools in order to translate opportunities into sustainable solutions • Students will learn to formulate a business plan and recognize its value as an assessment tool, as well as to write a venture plan that guides a sustainable solution and outlines the competencies needed to execute the plan • Students will learn to devise a clear and compelling value proposition to win support for their ideas and translate that support into effective action • Students will develop ethical orientations to make informed decisions, create strategies, practice leadership, and build relationships ENTREPRENEURIAL LEADERSHIP CENTER ELC is dedicated to the phenomenon of entrepreneurship. We work to advance entrepreneurship education and training efforts and facilitate support of the entrepreneurial endeavors both on campus and in our community. ELC can also be used as a potential incubator for business ventures. Through experiential learning students will have the opportunity to launch these business ventures.

OUR MISSION Our mission is derived from three core values: • To lead the advancement of the science and practice of entrepreneurship • To educate aspiring and practicing entrepreneurs in the art and science of value creation • To serve the entrepreneurship community (broadly defined through the effective design and delivery of value-added programs aimed at strengthening the economy

A ddressing

the

W eb

When starting work on the Millersville website for Entrepreneurship, Megan and LeAnne had to learn how to use Cascade the content management system that the University employs. The first step was to make sure that the site matched the new identity that was created for the Entrepreneurship Program. Then it was important that the students who would be accessing the site could quickly and easily get what they needed. Once the Millersville site was complete, LeAnne moved on to work on branding the social media that went along with the program.

This included Facebook, Twitter, and Wordpress.

http://millersville.edu/entrepreneurship/