UNIVERSITY OF IDAHO ATHLETIC TRAINING PROGRAM
MESSAGING & BRANDING GUIDE
Authored and designed by
Z’ONION CREATIVE GROUP
CONTEXT
Our Story We became the leader with our very first step. That’s what happens when you combine years of experience, a bold vision, and a strong sense of purpose. After working for decades as Athletic Trainers, we understood all too well the learning curve that new practitioners face. For years, AT graduates have started with a deficit of knowledge and experience. For everyone entering this field and wanting to make an immediate impact, the degree was letting them down. Clearly, change was needed. We founded our MSAT and DAT programs to address the shortcomings of AT education and help raise the bar for athletic trainers nationwide. We knew from experience—it takes years of clinical practice and additional training before one learns how to really impact patient care. We wanted to give our students that critical knowledge sooner. So we set out to accelerate the learning curve by asking ourselves, “What did we wish we knew on Day 1 (rather than day 7,000)?”. That wish list inspired the design of our curriculum and program. We also felt a strong sense of purpose to cultivate passionate, kind, grounded professionals. Nurturing our students’ personal growth became a key aspect of our programs. We weren’t satisfied with a top-notch education—we wanted to deliver full-scale transformation. So we set out to craft an approach and build a culture that embraces the whole person and helps students become the confident, capable professionals they want to be. We were also inspired to think outside the box—literally—and design our educational programs without walls. We envisioned a clinical residency model that would give students greater access, greater flexibility, and offer clinical opportunities closer to home. What we envisioned was far beyond what any AT program had aspired to do. Our success hinged on the freedom to put our bold vision into action and manage our programs with full independence. So we took the extraordinary step to make our Athletic Training department self-supported. Choosing academic independence required us to be “all in” and fully invest our personal and professional livelihoods to create a program true to our vision. Our vision was realized in 2011, when University of Idaho Athletic Training Programs offered the first DAT (Doctorate of Athletic Training) program in the U.S. We paved the way for our profession to establish a terminal degree for ATs. Our DAT program set the bar for the six other DAT programs in the country and continues to lead the pack. Two years later (in 2013) we launched our MSAT program, one of the only model residency programs in the country. In 2014, we designed and constructed a state-of-the-art clinic to serve as a cornerstone of both programs.
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CONTEXT
Our funding structure has enabled us to create programs that deliver far more while costing far less. Nearly all of our tuition dollars are invested directly back into our programs. Consequently, our budget is exponentially bigger than most other athletic training programs. Our generous funding not only keeps tuition costs low, but also supports a richer learning experience. Our students enjoy more extensive clinical and educational opportunities at no extra cost. Our programs are heavily focused on clinical immersion and research, thanks to our ISMaRT clinic—a specially-designed space dedicated to teaching, learning and research. Our clinic serves thousands of patients each year and gives our MSAT and DAT students unparalleled clinical experience. The clinic keeps our faculty’s skills sharp and gives students the rare opportunity to see faculty “walk the walk.” Our students work alongside our faculty members, testing and refining new approaches to patient care. True to our goal, we’ve made our program accessible to students in every state, in every season of life. We also provide an incredible degree of choice. While so many other programs are constrained by the opportunities close to campus, our courses and immersion programs are not impacted by geography. There is no limit to where we can go and who we can work with—which has allowed us to partner with hundreds of respected clinics, medical centers, and research facilities across the country. Thanks to our bold vision and independent stance, our academic programs lead the pack. We’re constantly evolving and growing with the addition of each faculty member. Our students come away with a more diverse and meaningful skillset, an impressive array of certifications, and more immersive clinical experience of any program. Most importantly, our students are better prepared to make an immediate impact in their desired setting. Our ground-breaking approach to AT education has made us an industry leader. We’ve set the bar for athletic trainers everywhere, and we’re proud of our role in improving patient care around the world.
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WHO WE EXIST FOR Our audiences consist of students and practitioners seeking to start a career as an athletic trainer, improve their level of patient care, or earn a terminal degree. Our audiences are defined by their current educational degree or path, life situation, and professional goals. By understanding each audience, we can better speak to their concerns and craft value propositions that resonate.
VALUE PROPS A well-designed value proposition understands the needs and pain points of our different audience segments. Our value propositions offer a solution to their problems.
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UND ERGRADS
M SAT
WHO WE EXIST FOR
Undergrads These younger students are close to completing a bachelor’s degree. They are interested in a career in healthcare and are exploring their options (doctor, physical therapist, nurse, etc.) These students are looking at graduate-level programs but may face financial or geographic hurdles that limit their degree options. Some relish the idea of working with athletes; they may be sports fans, play sports themselves, or interested in physical fitness. They may dream of being in the thick of the action—working with a popular sports team, Olympic athletes, or performing artists. Others may stumble upon athletic training as a career option and be drawn to its inherent variety and potential for deeper patient relationships.
WHAT THEY CARE ABOUT High success rate–They are looking for a proven program that sets graduates up to successfully earn their national certification and licensure. Landing a real job–Having worked odd or low-paying jobs during high school or college, these students are ready for a real career and may be nervous about their ability to land a good-paying job. They are looking for programs with a good employment record for graduates. Setting themselves apart–They want a rigorous program that gives them a distinct advantage over other graduates. They are looking for prestigious programs with unique training, certifications, or clinical opportunities. Living the dream–These students are excited by the prospect of working with famous athletes or teams, working outside the stifling confines of an office, and making a difference in people’s lives. Earning potential–They are weighing the earning potential of different careers. Spending wisely–Most undergrads come out with debt (in 2017, an average of $26,700 for public school grads, $32,600 for private school). As they prepare to pay for the next leg of their education, they want a program that makes sense financially.
WORRIES and PAIN POINTS Too much debt–They don’t want to be drowning in student loan debt after graduation and hinder their ability to travel, buy a house, or enjoy life to the fullest. Few local opportunities–There may be few options for healthcare degrees in their region, or the quality of those options may be less than ideal. Picking a good program–Students may struggle to discern how one program compares to other programs that offer the same degree.
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UNDERGRAD
MSAT
VALUE PROPOSITION #1: LOW COST/ROI
Pay less for a valuable degree— and a priceless transformation. An Athletic Training degree is a solid investment in your future. Your investment goes even farther with us. Our programs are self-supported, which means we have deeper pockets to keep student tuition costs down while giving you extra bang for your buck. Our accelerated program curriculum lets you cover more ground, so you graduate knowing more. You can also take advantage of extra training opportunities and certification options at no extra cost. You may be paying for a degree, but what you’ll really get is transformation. We help you become the capable, confident professional you dream of being. Once you graduate, you’re ready to hit the ground running in a career with upward-trending earning potential and less student debt.
VALUE PROPOSITION #2: SUCCESS
Pick the program that lets you hit the ground running. When you complete our MSAT program, you’re not a graduate with a diploma. You’re an experienced health care professional, ready to put your passion, advanced training and cutting-edge clinical experience to work. Many of our students skip right past entry-level positions to land in exciting careers. Our graduates work with professional sports teams, performing arts companies, military branches, and leading companies like Tesla and General Electric.
VALUE PROPOSITION #3: ACCESS
Let the best athletic training program in the country come to you. Don’t let geography stand in the way of your dreams. Our ground-breaking model clinical education program lets you prepare for a rewarding career as an athletic trainer—without the hassle and expense of moving across the country. You’ll get more from our robust curriculum, attentive faculty, and clinical intensives than traditional on-campus programs. We’ve built numerous partnerships with schools, hospitals, clinics and research facilities across the country, so we can create local clinical immersions no matter where you live. BRAND MESSAGING GUIDE
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P R E-M ED STUDENTS
M SAT
WHO WE EXIST FOR
Pre-Med Students While students in this audience are also technically undergrads, they have slightly different concerns. Roughly 30-40% of our MSAT applicants are pre-med students who are rethinking their career path. Pre-med students are on a four or five-year academic track designed to prepare them for medical school, with the intent of becoming a doctor or physical therapist. They’ve already prepared themselves for a grueling journey and are ready to sacrifice a lot to achieve their goals. Consequently, this group is less concerned about finding a program with flexibility. Typically during the second year, pre-med students gain clarity on the professional and financial pressures doctors face, and the rose-colored glasses come off. Some pre-med students begin hunting for a more rewarding medical profession that allows for greater freedom and better patient care. The crushing costs of medical school may also persuade some students to look for a less expensive option.
WHAT THEY CARE ABOUT Setting themselves apart–They want a rigorous program that gives them an advantage over other graduates. They are looking for prestigious programs with unique training or clinical opportunities. Earning potential–Considering their substantial investment of time and money, students want a career that will help them get ahead financially. Making a difference–Motivated by their desire to help others, pre-med students dream of making a difference in people’s lives. Career satisfaction–Already feeling disillusioned, these students are still hoping to find a career where they can spend more time with patients and less time dealing with administrative duties.
WORRIES and PAIN POINTS Too much debt–In 2020, the average medical school debt has climbed to a sobering $232,000. While most doctors can expect to earn six figures, the level of student debt is so high that more than half of graduating doctors plan to ask for loan forgiveness. Pre-med students worry that they’ll never be able to climb out from underneath a mountain of medical school debt, and that their future will pay the price. Feeling trapped in the wrong profession–Students worry about starting their medical career only to realize it’s not what that they hoped it would be. Because they have to invest so much time and money in their education, they want to get it right—because starting over is not an appealing option. Being unprepared–Students worry about not knowing enough or not having enough hands-on experience to truly help patients.
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P RE-MED
MSAT
VALUE PROPOSITION #1: ROI
Pick a medical career where you can get ahead faster. While physical therapists continue to see their salaries sag, and doctors are burdened with crushing student debt*, athletic trainers are getting ahead. Today’s athletic trainers enjoy strong upward-trending earning potential. Athletic trainers also graduate with less debt compared to doctors and physical therapists. In our program, tuition costs are lower still, and you can amass certifications and take advantage of additional trainings at no extra cost. With knowledge and skills far beyond your peers, you don’t just have a diploma. You have value. It’s not uncommon for our graduates to step right into advanced positions with higher pay. *In 2020, a doctor’s average student debt is a staggering $232,000.
VALUE PROPOSITION #2: PRESTIGE
Lead the pack. Set yourself apart with a MSAT from U of I. Our prestigious program has raised the bar for athletic training programs everywhere. We took the extraordinary step of building a state-ofthe-art clinic so our students can gain clinical experience and work alongside our faculty. We’re also one of the only programs to offer clinical immersions with hundreds of respected hospitals, clinics and research institutions across the country. Our faculty are active practitioners and in constant pursuit of improving and expanding patient care. In our MSAT program you cover more ground, thanks to an accelerated curriculum, professional training, and opportunities to earn advanced certifications. Our MSAT graduates stand out with a depth of knowledge and clinical experience that usually comes from years of clinical practice. A high percentage of our graduates step straight into upper-level positions and are ready to make an immediate impact in clinical settings.
VALUE PROPOSITION #3: FULFILLMENT
A rewarding career awaits you. Few medical careers offer the same level of patient interaction, variety and professional freedom as athletic training. Athletic trainers work in diverse settings and often see patients daily or several times a day—which stands in stark contrast to the mere minutes allotted to other medical providers. As an AT, you can cultivate relationships and make a real impact on people’s lives. Athletic trainers work with sports teams, athletes, performing artists, military personnel, and industrial workers. We’re out in the world, in the thick of the action. Our MSAT degree sets you on a path for a fulfilling career, and prepares you to hit the ground running. BRAND MESSAGING GUIDE
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OLDER STUDENTS
M SAT
WHO WE EXIST FOR
Older Students This group proves it’s never too late to go back to school. In a second (or even third!) career, these students (ranging from their 30s to their 50s) have come to realize what they really care about and what they’re good at. They (or someone close to them) may have experienced an injury or health concern that clarified how much they value health, fitness and quality care. They are looking for a career with a degree of independence. They don’t want to be stifled by bureaucracy. Job satisfaction is tantamount, although earning potential holds some sway. Older students are established in their community and less inclined to uproot. They may be raising children (or helping their kids with college expenses) and have larger financial responsibilities like a mortgage. They are keenly interested in finding a program that can fit into their existing life. With loads of life experience and a mature perspective, older students are savvy at reading between the lines to evaluate a program’s structure, costs, and benefits.
WHAT THEY CARE ABOUT Flexibility–They are looking for a program that can fit into their life with minimal disruption. Program quality–They are there to learn. They are ready to eat up every bit of training and take advantage of every opportunity. They want a rich, rigorous program. Getting a foot in the door–Older members of this group may feel they are at a disadvantage when it comes to landing a job after graduation because of their age. They see immersion programs as an ideal way to prove themselves to a potential employer. Professional connections–This group values mentorship and professional friendships. They relish the opportunity to be part of a cohort and forge connections.
WORRIES and PAIN POINTS Adding debt–They may be paying down student loans, a mortgage, saving for retirement, and funding their kids’ college education. Going back to school adds to the financial strain. Starting late–They worry about making traction in a new field with such a late start.
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OLDER STUDENTS
MSAT
VALUE PROPOSITION #1: COST/FLEXIBILITY
Get started with a program that’s flexible and cost-effective. Our innovative model residency program lets you pursue an MSAT wherever you live. Highly flexible by design, our program provides a challenging education with minimal impact to your work and family life. Spare yourself the moving expenses and sky-high tuition. Our well-funded program helps us keep tuition rates down while offering advanced training and certifications at no extra cost. With our MSAT program you can stay rooted in your community while advancing your education and expanding your career opportunities.
VALUE PROPOSITION #3: PROGRAM STRENGTH
Pick a program that really delivers. We’re passionate about improving patient care and setting future practitioners up for success. We’ve created an accelerated program that imparts years of training and clinical experience—and teaches students everything they need to know to be highly-effective, capable practitioners right out of the gate. No other AT programs match our academic rigor, clinical focus, and emphasis on personal development.
VALUE PROPOSITION #3: QUICK SUCCESS
Start a new career without losing ground. Starting over in a new career doesn’t mean you have to start from behind. Our MSAT program puts you ahead of the pack with an accelerated curriculum, extra training opportunities, and an impressive depth of clinical experience. Our graduates come out confident, highly knowledgable, and prepared to make an immediate impact in clinical settings. Many of our graduates skip past entry-level positions and jump right into advanced positions with higher salaries.
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P R ACT ITIO NERS
DAT
WHO WE EXIST FOR
Practitioners These medical practitioners already have their healthcare credentials or licensure as an athletic trainer. Two years in or ten years in, these individuals recognize there’s a gap between what they know and what they hope to accomplish. They love what they do and are highly motivated to provide better patient care, but realize they lack essential training or skills. If they feel isolated at work, they may feel stunted in their personal or professional growth. They would love to have a mentor or cohort. Because they have put down roots (and likely started a family) since leaving school, they are hoping to join a program without dramatically disrupting their family life. Finances may also be a concern. If they are already carrying student debt, they are looking for a cost-effective option.
WHAT THEY CARE ABOUT Program quality–After going through a subpar program, they want to find a highquality program that helps them achieve higher levels of patient care. They are looking for prestigious programs with unique training or clinical opportunities. Personal interests and growth–They want a program that can clinically support their interests and career goals. They are intrigued by programs that also focus on personal growth as a way of becoming a more effective practitioner. Certifications–Hungry for knowledge and training that can make an immediate impact in their practice, this group is looking to add certifications to their toolbox. Making a difference–Motivated by their desire to help others, practitioners want to provide better care so they can make a greater impact on patients’ lives. Professional connections–This group is eager to connect with like-minded professionals and grow with the guidance of a mentor. They relish the opportunity to expand their learning as part of a cohort.
WORRIES and PAIN POINTS Feeling inadequate–Their confidence in their ability to help patients has taken a hit, and they are painfully aware that they don’t know enough. Burn out / life out of balance–They are worried that another intense round of schooling will sap them and generate more stress. Disrupting life–Whether they’ve set down roots or are still getting acclimated to their current community, this group would still welcome the chance to avoid another move to restart school.
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P R ACTITIO NERS
DAT
VALUE PROPOSITION#1: IMPROVE
Advance your approach to patient care. It’s a hard reality—even years after getting a diploma and earning licensure, practitioners struggle with a learning curve. As a practitioner, if you’re still searching for better ways to improve patient care, our DAT program is for you. We fill the gaps—with valuable training, certifications, advanced concepts, and clinical immersions. Along the way, we’ll also focus on your personal approach to care. Our faculty will walk alongside you, cultivate your strengths, and guide your professional development. You’ll emerge with a clear sense of who you are as a practitioner, armed with your unique talents, skills and expertise to make a real difference in patients’ lives.
VALUE PROPOSITION#2: FLEXIBILITY
Move ahead—without moving. Our innovative approach lets you pursue a DAT wherever you live. Highly flexible by design, our program lets you maintain your practice and preserve your family life. We can also create tailored immersion opportunities close to home, thanks to our vast network of partners and affiliates.
VALUE PROPOSITION#3: CONNECTION
Connect with patient-focused practitioners. Connection fuels growth. Our DAT program connects you with peers and mentors who are eager to share their insight and ready to celebrate your milestones and breakthroughs. Our faculty are committed to your journey and professional development. Work alongside our faculty in clinical settings. Discuss clinical scenarios and patient outcomes with student cohorts. Fuel your passion and join a tribe of dedicated practitioners committed to advancing patient care.
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RES EA RC H BO UND
DAT
WHO WE EXIST FOR
Research Bound These medical practitioners already have their healthcare credentials or licensure as an athletic trainer. After years of working in clinical settings, they are looking to switch to teaching or research within the field of athletic training and potentially beyond. The last thing is that although many of our students are attracted by the flexibility of distance education models, they also want to know that they have personal connection. I think that you have done a great job of weaving that in. What we may consider is that our students generally think that the summer is their favorite part of the program, both from the in-class learning experiences and the focused time with their program peers because of the on campus emersion. Maybe more of a point of consideration. In order to make this transition, these individuals need a doctoral degree. Because they have put down roots (and likely started a family) during their clinical years, they are hoping to make this transition without dramatically disrupting their family life.
WHAT THEY CARE ABOUT Getting a foot in the door–They see immersion programs as an ideal way to make inroads with a potential employer. Flexibility–They are looking for a program that can fit into their life with minimal disruption. Program quality–They are looking for a solid program that will help them make the leap to a new career. Professional connections–This group values mentorship and professional friendships. They relish the opportunity to be part of a cohort and forge connections.
WORRIES and PAIN POINTS Adding debt–They may be paying down student loans, a mortgage, saving for retirement, and funding their kids’ college education. Going back to school adds to the financial strain. Few local opportunities–There may be few options for doctoral degrees in their region, or the quality of those options may be less than ideal.
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P R ACT ITIO NERS
DAT
VALUE PROPOSITION #1: PREPARE
Pick a doctoral degree that opens doors. If you’re to ready to shift from clinical work to teaching or research, pick a degree that opens doors. The first in the nation to offer a DAT, U of I has set the bar for DAT programs. We give our students unparalleled immersion opportunities with hundreds of partner clinics, research centers, and affiliates across the U.S. We expand your professional relationships through faculty mentors and peer cohorts. Our DAT program gives you the training, the tools, and the connections to shift into a rewarding new career.
VALUE PROPOSITION #2: ACCESS/FLEXIBILITY
Take the step (but skip the move). Our innovative low-residency program lets you pursue a DAT wherever you live. Highly flexible by design, our program fits into your busy schedule with minimal disruption to your work and family life. We can also create tailored immersion opportunities close to home, thanks to our vast network of partners and affiliates.
VALUE PROPOSITION #3: ROI
Get your money’s worth. Cost doesn’t always reflect value. Our prestigious DAT program boasts lower tuition costs than other programs thanks to our generous funding structure. We give our students added value with professional training and certification options at no extra cost. You’ll also see a strong return on your investment after graduation. Thanks to an impressive curriculum and advanced training, our DAT degree holders stand apart. Our graduates frequently land upper-level positions and command higher salaries.
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CORE MESSAGING We understand our purpose and take pride in knowing that what we do matters to people. We exist for a reason—and we have a vision for how our programs can change the world. While there are other competitors out there offering similar services, we know what sets us apart. Our pitch grabs listeners with a quick, concise summary of what, why and how we work. Our slogan communicates one of our big ideas.
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OUR PURPOSE
WHY WHAT WE DO MATTERS
We walk alongside each student and fuel their transformation. We don’t just impart knowledge. We inspire greatness. We ask our students to rise with us, challenge the status quo, and transform patient care. We personally commit to each student’s journey. While our students work to become the professionals they want to be, we work to unleash their potential. We feed each student’s passions, nurture their development, and help them harness their unique talents. Our faculty are active practitioners who share their approach and “walk the walk.” But experience is also an excellent teacher, so we help students learn by doing and doing and doing. Our programs defy geography. We’ve broken down barriers so students can gain a rigorous education, extensive training, and tailored clinical experiences regardless of where they live. We arm our students with wisdom, knowledge and experience—and minimize the cost and inconvenience—so they can hit the ground running and change the world. Our graduates lead the field and boast strong patient outcomes and meaningful impacts at their places of employment. Even after gradutation, our commitment and connection to our students stays strong. Our graduates practice throughout the world but remain forever in our nest.
OUR VISION
HOW THE WORLD WILL CHANGE BECAUSE OF US
We’ve raised the bar for AT programs and improved patient care everywhere. Innovation is in our blood. We set out to create programs that demanded more of ourselves and our students, so our MSAT and DAT graduates could achieve more. In doing so, we’ve set a new standard for educational excellence. Intensive and immersive, our programs prepare our graduates to be more highly-effective practitioners. Our on-campus clinic and clinical immersion programs give our students unparalleled clinical experience. We go even further by providing advanced training and certification opportunities. The whole of our program is designed to accelerate our students’ professional development. We’ve set high standards for our own faculty as well. Every faculty member practices alongside our students and serve as a resource in our iSMaRT clinic. Our faculty are passionate about patient care and continually advance best practices. We’re the first program to develop the DAT, and the first to develop a seamless transition from a master’s degree to DAT for our applicants. As one of only seven DAT programs nationwide, we continue to influence this degree by expanding the DAT to practitioners outside of athletic trainers. We’re leading by example and influencing how schools around the nation prepare future practitioners. As a result, we’re dramatically improving the quality of patient care everywhere, and helping more people live healthy and active lives.
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OUR DIFFERENTIATION
WHAT SETS US APART
We lift athletic trainers— everywhere—to a higher level. A degree doesn’t guarantee you’ll be successful. Knowledge, insight and experience do. We designed our ground-breaking MSAT and DAT programs to teach practitioners what they need to know—on Day 1— to be successful. In the process, we raised the educational bar for AT programs nationwide. We put our students on an accelerated learning curve, covering far more ground than other AT programs. We offer additional training and certifications on top of a rigorous curriculum. Through extensive clinical experience, our students develop their own unique approach to patient care. Unlike traditional campus-based programs, our programs are accessible to students around the country. We’ve developed a novel model residency program that defies geography. We meet students where they are and create personalized clinical immersions with hundreds of respected medical centers and research facilities across the U.S. Our extensive affiliations and academic relationships give our graduates a fast-track to employment. We catapult our graduates into higher-level positions that reflect their advanced training and clinical experience. Our student success rate is unmatched, and our graduates hit the ground running.
OUR MSAT PITCH
[This pitch is geared toward all MSAT seekers.]
Athletic trainers finish our program ready to transform patient care. We designed our innovative MSAT program to accelerate the learning curve. We fuel personal and professional growth and give our graduates the skills and know-how to make an immediate impact in their field of choice. Our program covers more academic ground, offers more professional training and certifications, and builds more clinical experience. We help students define their unique approach to patient care and own their patient outcomes. And we do it all with a cost-effective, model residency program that lets students study and gain clinical experience wherever they live. Our graduates hit the ground running with a level of knowledge and experience that puts them on par with more seasoned practitioners.
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OUR DAT PITCH
[This pitch is geared toward DAT-seeking practitioners.]
Our DAT program helps practitioners become more effective and more inspired. Patient care is a moving target, and most practitioners spend years amassing the knowledge and experience to make a real impact in their patients’ lives. For practitioners who want to accelerate the learning curve and become more effective, our DAT program offers clinicallyintensive training that expands the possibilities for patient care. Find support and forge professional connections with our faculty mentors and peer cohorts. Inject new enthusiasm and new insight into your practice. And do it all with minimal disruption to your work and family life.
OUR SLOGAN
Hit the ground running.
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SHARING OUR BRAND PERSONALITY We embrace opportunities to share a bit more about our brand. Sharing affirms our value and gives us the ability to deeply connect with others. Ultimately, sharing helps us be more clearly understood. However, to be truly known by others requires that we truly know ourselves: who we are and who we are not. Defining both areas for our brand helps us have more honest communication with our audiences. This honesty inspires deeper engagement and greater loyalty.
WE ARE
WE ARE NOT
Deepening
Cookie-Cutter
Transforming
Ordinary
Pioneering
Placating
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BRAND ARCHETYPES To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and journey of our audience segments.
“An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.” (Adapted from The Concise Oxford Dictionary of Literary Terms)
“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.” Jon Howard-Spink, Planning Director at Mustoe Merriman Levy
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BRAND ARCHETYPES
The Alchemist IS A CHANGE AGENT.
Skilled at converting one kind of matter into another and interpreting symbols, the Alchemist can turn negatives into positives, muck into miracles, and fear into courage. This archetype possesses a unique blend of the scientific and the spiritual, and it is motivated by the potential to create a new vision of the world. Believing anything is possible, from eternal life to a universal cure for disease, the Alchemist seeks personal purification, perfection and transformation. • Strenghts: Transformation. Purity. Transmutation of elements. • Challenges: Fraud. Seduction. Superiority. Temptation to put power and skill to wrong use.
ALCHEMIST
UNIVERSITY OF IDAHO
A change agent who seeks to produce miracles out of clay.
We bring students to life personally and professionally through enhanced programming and deep personal commitment to their true journey.
Balances the scientific and the spiritual while motivated to create a new vision of the world.
We bring connection and depth to our students as we prepare them for their field and respect them as the person they are becoming.
Believes that absolutely anything is possible.
We see the light and magic in our students eyes.
Values transformation above all else, but never at the expense of what it believes to be good.
We honor that light and magic as we nurture and build talented professionals.
Can work miracles out of that which may seem meaningless.
We acknowledge intuition and deeper ways of approaching things while balancing and honoring best practices.
Examples of Alchemist: MAC Cosmetics, Roald Dahl, Nostradamus, Isaac Newton, and doTerra
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BRAND ARCHETYPES
The Healer IS ESSENTIALLY A CONDUIT TOWARD WHOLENESS.
Acting as a catalyst in which nature is the ultimate healer, this archetype does not do the healing but creates the conditions, beliefs and structure for healing to happen. Sensitive and empathic to people’s emotions, the Healer has an intuitive and learned capacity for transforming pain into restoration. The Healer possesses a powerful vision of ease and health, and it focuses on the positive, the complete and the well aspects of the world. • Strenghts: Inspiration. Empathy. Faith. Passion. Wholeness. • Challenges: Fraud. Seduction. Superiority. Temptation to put power and skill to wrong use.
HEALER
UNIVERSITY OF IDAHO
Does not do the healing but creates the conditions, belief, and structure for healing to happen.
Healing space is crafted through a robust curriculum with deep personal direction that engages and supports the whole student.
Sensitive and empathetic, possesses an intuitive and learned capacity to transform pain into healing.
We care deeply about our students and nurture their practical skills as well as their personal transformation.
Focuses on the positive - the complete and well aspects of the world.
We see our students for who they are (to become) now.
Often seen by others as a beacon of hope.
We guide by example and deep commitment.
Naturally patient in complicated situations, deep conviction drives this archetype to heal conflict.
We emphasize learning in practical settings so our students truly learn by doing and trusting in themselves.
Examples of Healer: Albert Schweitzer, Gandhi, Wall-E, Alcoholics Anonymous, and Band-Aid
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BRAND ARCHETYPES
The Mentor IS A TEACHER IN WHOM TRUST CAN BE PLACED.
With a great curiosity about what makes people tick, gratification is found by supporting others’ empowerment. Becoming a partner toward the realization of higher order goals, the Mentor is motivated by the desire to be a rising tide that lifts all boats and to share wisdom for the benefit of all. • Strenghts: Ability to pass on wisdom and support others toward reaching their highest potentials. Good listening skills. Objectivity. Accountability and presence. Excellent judge of character. • Challenges: Tendency to become controlling or prescriptive if attached to outcomes. Susceptibility to burnout from supporting others if not balanced with support of self.
MENTOR
UNIVERSITY OF IDAHO
A teacher and trainer—one who supports learning in order to prepare others to meet life’s challenges.
We walk alongside the path of each student, guiding and enriching them as they discover their inner strengths and professional maturity.
Someone in whom trust can be placed without reservation.
We are open, mindful and respectful. Students are at home with us.
Finds gratification in supporting others toward empowerment and the realization of a higher goal.
Each milestone, growth moment and breakthrough is shared by all!
Committed to being a long-term advisor, supporter and partner through multiple engagements.
Our students practice throughout the world but remain forever in our nest.
Motivated by the desire to share wisdom for the benefit of all.
Armed with wisdom, knowledge and experience our students change the world and advance the way we see medicine.
Examples of Mentor: Mr. Miyagi, Obi-Wan Kenobi, Dumbledore, Socrates, and The Miracle Worker (William Gibson)
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BRAND ARCHETYPES
The Pioneer IS A GROUNDBREAKER ABLE TO COURAGEOUSLY LEAVE BEHIND THE KNOWN FOR THE PROMISE OF WHAT MIGHT BE.
This archetype likes to be first—the first to market or the first to discover a new technology, concept or art form. Characterized by innovation, the Pioneer creates the path rather than look for it. The Pioneer possesses a potent zest for life, exuding energy, faith and creative potential. • Strengths: Passion for trailblazing and taking initiative. Innovation. Enthusiasm and drive. • Challenges: Not finishing what’s started. Compulsion for something new. Righteousness. Burnout. Over-performance.
PIONEER
UNIVERSITY OF IDAHO
Passion for taking initiative in blazing new trails.
Merely getting a degree is the way of the past. We train students to blaze the path of the future.
Courageously leaves behind the known for the promise of what might be.
We don’t settle for what has been done. We drive for ever expanding possibilities, confront limitations and raise the bar.
Likes to be first - the first to market or the first to discover a new technology, concept or art form.
We paved the way for higher standards in education and immersion practices our graduates far surpass the norms.
Characterized by innovation, this archetype creates the path rather than looks for it.
We dare to be different and balk at basic education, asking our faculty and students to rise with us.
Possesses a potent zest for life, exuding energy, faith and creative potential.
We connect with our inner power and our students do the same, creating a dynamic and vibrant community.
Examples of Pioneer: Mission Markets, NASA, Cousteau Society, Sigmund Freud, and Tesla
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BRAND REFERENCE GUIDE This guide will help you maintain a consistent brand look by identifying the typography, colors, and imagery you should use in all of your internal and external communications. This guide also offers tips on logo usage, so you can preserve one of your most important brand elements.
IMAGERY
Athlete & Lifestyle Photography Use crisp, dramatic sports-style photography with strong darks that connect to the black of your color palette. When possible, feature athletes, performers and other athletic individuals in motion against a dark or black backdrop, to connect with the excitement and athleticism of individuals who have received good patient care.
Practitioner and Clinical Photography Use photos that include strong darks. Individual practitioner photos should be close up to establish connection with the viewer. Practitioners should look confident in their abilities and proud of what they’ve achieved. Clinical photos should be close up to create a sense of immediacy. Clinic photos should show the process of healing and emphasize the practitioner-patient relationship. Practitioner and patient expressions should communicate positivity, determination and commitment (not pain or dejection). Do not use photos that focus on injuries.
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BR A ND R EF E R E N C E G U IDE
COLOR PALETTE
VERDIGRIS
BRICK
SLATE
HEX (#): 82bfab
HEX (#): bd593e
HEX (#): 6f808b
RGB: 130 / 191 / 171
RGB: 189 / 89 / 62
RGB: 111 / 128 / 139
CMYK: 50 / 7 / 38 / X
CMYK: 12 / 73 / 78 / 15
CMYK: 35 / 17 / 13 / 40
An accent color. Use as a background color for white text.
Use for headers and as a background color for white text.
A darker neutral gray. Use for headers.
GOLD
SILVER
MIXED BLACK
HEX (#): f0b31d
HEX (#): e1e7ea
HEX (#): 0f1003
RGB: 240 / 179 / 29
RGB: 225 / 231 / 234
RGB: 15 / 16 / 3
CMYK: 5 / 31 / 100 / X
CMYK: 8 / 3 / 3 / 2
CMYK: 68 / 61 / 74 / 87
A key logo color that can be used on buttons and mouseovers.
A soft background color that can be used behind text.
A rich mixed black. (Use a straight black for printed text.)
APPROVED UNIVERSITY OF IDAHO FONTS Ringside Bold 37 pt
Ringside Semi Bold 25 pt Ringside Medium 16 pt
Ringside Regular 16 pt Ringside Regular 10 pt / 13 pt Leading
Header 1 Header 2 HEADER 3 Header 4 Body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti.
ACCEPTABLE SUBSTITUTE FONTS FOR ATHLETIC DEPARTMENT Archivo Font Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uv Ww Xx Yy Zz 1234567890 !”·$%&/()=?¿
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BR A ND R EF E R E N C E G U IDE
LOGO
Maintain white space.
Maintain white space. Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
When printing small, keep it simple. For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use the proper format.
Do not stretch or modify.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications
The quickest way to undermine your brand is altering your logo—either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
Be mindful of the background. Don’t place your logo over distracting backgrounds, like busy photos, patterned designs, or clashing colors.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key while retain the proportions as you scale with a pointer tool.
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“In this ever—changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.” Howard Schultz, Chairman and Former CEO of Starbucks
“People do not buy goods and services. They buy relations, stories, and magic.” Seth Godin, Best Selling Author, Entrepreneur, and former VP of Direct Marketing at Yahoo!
“The keys to brand success are self—definition, transparency, authenticity and accountability.” Simon Mainwaring, Author of We First: How Brands and Consumers Use Social Media to Renew Capitalism and Build a Better World
“An authentic and honest brand narrative is fundamental today; otherwise, you will simply be edited out.” Marco Bizzari, CEO of Gucci