Project book

Taking A University Nationwide

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CONTENTS 1.0 Research

1.1 Research Paper 08

1.2 Company Overview 10

1.3 Demographics 12

1.4 References 13

1.5 Creative Brief 14

2.0 Creative Development

2.1 Competive Survey 18

2.2 Mood Board 20

2.3 Logo Development 22

2.4 Print Media 24

2.5 Website 26

4.0 Solutions

4.1 Signage 50

4.2 Bil l Board 51

4.3 Bus Wrap 52

4.4 Promotional Items 53

4.5 Print Ads 54

3.0 Style Guide

3.1 Introduction 34

3.2 Capstone logo 35

3.3 Clear Space 35

3.4 Color 36

3.5 Typography 37

3.6 Tag line 38

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4.0 Solutions

4.1 Signage 50

4.2 Bil l Board 51

4.3 Bus Wrap 52


4.5 Print Ads 54

3.0 Style Guide

3.1 Introduction 34

3.2 Capstone logo 35

3.3 Clear Space 35

3.4 Color 36

3.5 Typography 37

3.6 Tag line 38

1.1 Research Paper 08

1.2 Company Overview 10

1.3 Demographics 12

1.4 References 13

1.5 Creative Brief 14

1.0Research

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Abstract Stevens-Henager College was established in 1891 and is one of the oldest colleges in Utah. It is a highly respected college that offers Associate, Bachelor’s, and Master’s degree programs in a variety of career fields. The college has been very successful in the Utah, Idaho, Colorado and California markets, and is ready to expand into a nationwide university system. This campaign is about re-branding Stevens-Henager Colleges into one brand, with a Unique Selling Proposition that will set them apart from competing schools as they grow into a nationally recognized brand. The college is presently set up as four separate brands: Stevens-Henager College in Utah and Idaho, College America in Colorado, Community College San Diego in California, and Independence University as the online campus.

Due to the four separate brands in different markets, this creates a weak marketing position in each market and a need for a strong unified brand that the public can relate to.Because of the public perception that the individual campuses are local colleges only, this limits the ability to grow the corporation into a nationwide presence. This also limits each campus’s ability to reach its full student capacity and to send the desired message to the public.

The college is ready to create one name that will unify the brand and emotionally connect with the public, to transition from a regional college into a nationally recognized university, to develop a unique selling proposition that will set it apart from its competitors and to create a comprehensive marketing campaign.

One Unified Name

The current brand Founded in Ogden, Utah in 1891 as the Intermountain Business College, Stevens-Henager College has the distinction of being one of the oldest colleges in the country. The school has undergone a number of name changes and has evolved into a multi-campus school with branches across the states of Utah and Idaho. The owner of the college has two other colleges, College America in Colorado and Community College San Diego in California. All three schools use a fourth name, Independence University to present their online degree programs. The corporation uses all four names as one administrative entity, but in the mind of students and the public they are separate colleges. This gives the wrong perception that they are a small local college and weakens the market position they could create.

1.1 Research Paper

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The importance of a unified brand

You can be the very best in the world at your business, but if no one knows it, your business will fail. The goal of branding is to create an emotional tie with the public that will help them choose your company over the competition. Marketing experts convince businesses to spend millions of dollars every year to build successful brand strategies that make their business look better than its competition. A great brand becomes part of society that is recognized and loved by the consumer because it offers a product that meets their needs and improves their life.

In a case study by B2B International Business, commissioned by one of the United Kingdoms largest universities they did a brand positioning study to determine why students choose one college over another. “The research showed that the choice of a university as a place to study has as much to do with emotion as it does with logic. Therefore the brand of the University is a key driver in the choice. However, not many universities have actively managed their brands. Their brands have just grown rather than been shaped or managed.” (Brand Positioning Research, B2B International)

The psychological needs of the consumer require them to find a university that offers then the best benefit for their money and one they can be proud to graduate from.

Stevens-Henager College College America Utah Colorado Idaho Arizona Wyoming

The three key rules of marketing are brand Identity, brand recognition, and brand Loyalty.

The Goal of Branding is to create an emotional tie with the public.

“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” - Tom Chappell, Tom’s Of Maine

A great brand becomes part of society that is recognized and loved by the consumer because it offers a product that improves their life.

California College San Diego Independence University California On-Line for all

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1.2 Company Overview

Stevens-Henager College Stevens-Henager College was founded in Ogden-West Haven, Utah, in September 1891 by Professor J.A. Smith as the Intermountain Business College. The College’s purpose was to teach commercial subjects and place graduates in business positions. The College was known over the following 68 years as Smithsonian Business College, Moench University of Business, and Ogden-West Haven Business College. In 1959 the name was changed to Stevens-Henager College. The main campus is in Ogden-West Haven, and branches were established in Provo, Utah, in June 1978; Salt Lake City, Utah, in August 1999; Logan, Utah, in October 2001; and in Boise, Idaho, in April 2004.

Today, Stevens-Henager College is known for its high educational standards. Academic majors are designed specifically to meet the changing trends and requirements of the business and medical employment markets. Business, technical, and medical leaders have come to recognize Stevens-Henager graduates for their superior training and their outstanding professionalism.

College America In 1998, CollegeAmerica became a degree-granting school in Northern Arizona, offering Associate degrees in Computer Technology, and Business Management.

In 2002 the college added the Medical Specialties program. and started offering a Bachelor Degree in Computer Science, Business, and Accounting.

CollegeAmerica has campuses in Flagstaff and Phoenix Arizona and since 2000 have established campuses in Fort Collins and Colorado Springs, Colorado. Colorado. A Branch campus in Cheyenne, Wyoming opened in February 2005.

Today, CollegeAmerica is known for its high educational standards. Academic majors are designed specifically to meet the changing trends and requirements of the business and medical employment markets. Business, technical, and medical leaders have come to recognize CollegeAmerica graduates for their superior training and their outstanding professionalism.

COLLEGEAMERICAEstablished 1964

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California College San Diego Prior to moving to California in April 1976, CCRT(California College for Respiratory Therapy was located in Phoenix, Arizona, and was known as the Scottsdale Education Center, Upon moving to California, Scottsdale Education Center became California College for Respiratory Therapy and operated in San Diego from 1977 to 1980, CCRT changed its name in 1983 to California College for Health Sciences (CCHS).

In May 2003, the College was purchased by California College, Inc. and became the newest member of a family of schools that includes the Stevens-Henager Colleges in Utah and Idaho and the CollegeAmerica schools in Colorado, Wyoming, and Arizona. At that time, the name of the institution was changed to California College San Diego.(California College San Diego),

Independence University

Founded in 1978 as California College for Health Sciences and now known as Independence University, our institution has dedicated itself for more than 30 years to providing distance education to working adults. In 2005, CCHS became Independence University, a name that more accurately reflects the institution’s broader range of programs and its philosophy that education should lead to greater independence.

In 2010. Independence University merged with it’s affiliatedinstituition, Stevens-Henager College becoming a Branch.

1.3 Demographics

Quick Fact Check for Utah

* Median age of the population 28.4 years

* % Population ages 18-64 59.3% 18-24 14.2% 25-44 28.1% 45-64 17.0% * Medium age of workforce 36.2 years

* % of population ages 18-64 employed 64.7%

* % of workforce 18-64 self employed 13.7%

* Unemployment rate of ages 18-64 6.8%

* Population with High School Diploma 85.1%

*Population with a Bachelors degree 22.3%

Utah is demographically unique

among states for a variety of

reasons. The state’s population

is younger and lives longer, has

a higher number of persons per

household than the nation as

a whole. A hallmark of Utah’s

demographic profile - is its rapid

rate of population increase.

Education is a high priority for

Utah residents and College-

educated workers are reaping

the benefits of a strengthening

job market.

The National High School

Graduation rate is 70.1% with

63.3% of high school graduates

going on to higher education

degrees straight from high

school.

59.3%

Population ages 18-64

References 1.4

SWOT ANALYSIS REFERENCES

2010. College America Services Inc., Grand Strategy Planning Assignment, Eric Juhlin

Wheeler, A. (2009) “Designing Brand Identity: An Essential Guide for the Whole Branding Team.” Third editionNew Jersey: John Wiley & Sons, Inc.

Mind Tools (2010) SWOT Analysis, http://www.mindtools.com/pages/article/newTMC_05.htm

NCHEMS Information Center for Higher Education Policymaking and Analysishttp://www.higheredinfo.org/dbrowser/index.php?submeasure=327&year=2005&level=nation&mode=map&state=0

Alliance for Excellent Education, Understanding High School Graduation Rateshttp://www.all4ed.org/publication_material/understanding_HSgradrates

Statistics On College Graduates, http://www.importanceofcollege.com/statistics.html

By going to college, graduates open up many more opportunities in the workplace that they wouldn’t have had with just a high school education. While the financial burden of going to college is high on students, the overwhelming majority will see a huge return on their investment which makes going to college more than worthwhile. Statistics for college graduates change regularly each year, as well as the cost of getting a college education. The costs associated with getting a college education have increased greatly in recent years, but students nearly always still see a positive return on investment.

It is well known that on average the extra earnings a college graduate will receive far outweighs the tuition fees and all the other costs. On average college graduates earn around double the amount as high school graduates, again showing the advantage of getting a Bachelors degree.

High school graduates - $1.2 million during their lifetime.

Bachelors degree holders - $2.1 million during their lifetime. (Statistics On College Graduates)

1.5 Creative Brief

BRAND NAME: Stevens-Henager College, College America, California College San Diego, and Independence University.

MISSION STATEMENT:The Colleges are dedicated to helping students graduate and get a much better job sooner.

TARGET AUDIENCE:Males and Females ages 18-64Education: High school and abovePeople who want to pursue education as a way to better their life and want to focus on career development.

POSITION STATEMENT:Stevens-Henager College, College America, California College San Diego, and Independence University are reginal career colleges owned and operated by one corporation with campuses in Utah, Idaho, Colorado, California, Arizona and Wyoming. They have established name recognition in those states but realize the weakness that is created by having four names instead of one unified brand name. UNIQUE SELLING POINTS:The four colleges are career colleges that focus on preparing students for employment. Each student receives a labtop computer to help with school work that is an excellerated program so that the student qualifies for employment sooner.Degree programs are built to meet the needs of busy day or evening students with classes available on campus or online to meet student needs

THE GOAL OF THIS PROJECT:To take the four colleges and create a new unified brand name and marketing strategy that will turn the colleges into a Nationwide University.

WE WANT TO EVOKE THE FOLLOWING FEELINGS AND IDEAS Quality- We provide a better EducationPrestige-A degree from this instituition is worthwhile and will be beneficial when looking for a job.Efficiency- The student will complete a degree sooner than at a traditional college.Clarity- Be clear in our message so the university can quickly build brand loyalty and recognition.

4 Colleges

13 Campuses10,000

students

The Colleges are dedicated to helping students graduate and get a much

better job sooner.

CULTURE & VALUES

The college succeeds by helping its students achieve success

in career oriented programs that culminate in satisfactory career placement

The values are:

Integrity, Knowledge, Excellence, Work, Service, Persistence, Focus, Passion

Creative Brief 1.5

VISION

To be a nationwide university

for students seeking a better life

through education and training

by having the best degree programs,

the most effecient delivery systems,

and the best faculty

Stronger

UnifiedBrand

We Are Dedicated To Helping Our Students Achieve Success

Build a

“The person who gets the farthest is generally the one who is

willing to do and dare. -Dale Carnegie

Successis the achievement

of an idea

2.0Creative Development

2.1 Competetive Survey 18

2.2 Mood Board 20

2.3 Logo Development 22

2.4 Print Media 24

2.5 Website 26

2.6 Motion Graphic 28

2.1Competetive Survey & SWOT

The Competition

The SWOT analysis for Stevens Henager college shows that they have a strong presence in the markets that they are in. They have viable programs that meet the needs of students and employers within their markets. As they grow and develope into a university system it will be vital that they create a marketing plan and new logo that represents and promotes their strengths and unique educational products.

Stevens Henager College is losing market share due to being out sold in marketing material by its compitition and will need to develop a strong brand awareness to the community and businesses within its geographical areas of interest.

The greatest areas of growth lie in developing on-line programs that can be marketed nation wide and in building business partnerships that will ensure that students and businesses can be matched for employment needs.

SWOT AnalysisGoal 1

Analyze the current branding for Stevens-Henager College, College America, California College San Diego, and Independence University to asses the need for a name change that will unify the four Colleges.

Goal 2.

Create a new brand name that will unify the four colleges and increase the brands strength as a National University. Design a branding strategy that will quickly create brand awareness and recognition as it transitions from the current brand to the new brand.

Strengths Weaknesses

13 Campuses in 4 states

10 thousand students

Strong staff and faculty

oldest and best establish career college

Financially strong

Good reputation

Weak marketing plan

Slow to develope anon-line program

Slow to respond tomarket needs

Need to develope community businesspartnerships

Expensive tuition

classroom space

Opportunities ThreatsStrengths Weaknesses

Weak marketing plan

Slow to develope anon-line program

Slow to respond tomarket needs

Need to develope community businesspartnerships

Expensive tuition

classroom space

On line education programs

New programs thatmeet market needs

Developement of community businesspartnerships

New campuses that open markets

Growth due toeconomic needsof the unemployed

Department of Education rules thatfavor public colleges

Economic disasters Media bias

Title 4 money beingwithdrawn from government

Changing technology

Unemployment

SWOT ANALYSIS SUMMARY

The SWOT analysis for Stevens Henager college shows

that they have a strong presence in the markets that they

are in. They have viable programs that meet the needs of

students and employers within there markets. As they

grow and develope into a university system it will be vital

that they create a marketing plan and new logo that

represents and promotes their strengths and unique

educational products.

Stevens Henager College is losing market share due to

being out sold in marketing material by its compitition

and will need to develop a strong brand awareness to the

community and businesses within its geographical

areas of interest.

The greatest areas of growth lie in developing on-line

programs that can be marketed nation wide and in building

business partnerships that will ensure that students and

businesses can be matched for employment needs.

Action 1

Rebrand Stevens-Henager College, College America,

California College San Diego, and Independence University

into one National Brand University.

Action 2

Develop a national branding campaign that will build

recognition and loyalty for the new University.

C M Y K R G B L A B

0 100 61 43 152 0 46 32 55 21

0 0 0 100 0 0 0 0 0 0

Pantone Process Black C

C M Y K R G B L A B

56 54 70 37 89 82 65 36 0 11

0 0 0 0 255 255 255 100 0 0

29 27 38 0 184 174 156 72 1 10

Secondary Pallett

Pantone 202 C

4 Current logos

Proposed logo

Color Pallette

2.2 Mood Board

Stevens-Henager CollegeRebranding CampaignTim Miller

Stevens-Henager College, College America, California

College San Diego, and Independence University are

reginal career colleges owned and operated under

one corporation. They are perceived as small reginal

schools, and not a cohesive brand. The absence of a

unified brand identity creates a market weakness that

drives many students to choose other educational

instituitions and have prevented the brand from growing

into a strong unified brand. The campaign project will

unify the four separate brands and created one unified

brand named, Capstone University.

The Capstone University brandmark is an arch with

a red center stone that capitalizes on the concept of

education being like a capstone in architecture, it is

the crowning piece of an arch, the center stone that

holds the arch together. Capstone University will play

a similar role in providing the strength and direction a

student needs to gain career, personal, finanancial, and

other lifelong benefits.

The new brand name and supporting materials

will reinforce the value of education as a crowning

achievement in the life of the student. The campaign

will refocus the brand as a nationwide university,

expand campus and online programs, and increase the

student populations in an effort to increase revenue.

Typography

Capstone University

Gill Sans was designed to function equally well as body or display text.

The logo is designed in this typeface because of it’s ability to be easily

read. Body text will use the typeface Adobe Caslon Pro which is an ols

style serif font that shares the characteristics of Dutch Baroque types.

Images & Textures

TOOL BOX

2.3 Logo Development

A Critical Starting Point for logo development is a well defined

brand. The logo is not the brand but acts as the introduction

and face of the brand. The first step in designing a logo is

to clearly define the brand and to develop the logo with

everything else the company represents. The logo should

reflect the essence of the brand based on its position in the

marketplace, the brand promise, and what the business stands

for and believes in.

The Capstone University logo was designed to capture the

brand essence in several ways:

• The logo was designed to be simple and readable. The viewer

should immediately be able to understand the brand through

the mark itself. The challenge is to create a logo that is simple

and immediate without being boring or institutional.

• The logo should convey a sense of the personality of the

brand. The typography, the symbols, the shapes, and the color

palette all communicate the brand behind the logo.

• The logo should express the appropriate tone and voice that

articulates the brand strategy. The Capstone University logo

becomes the face of the brand and creates a reputation that

builds brand recognition and loyalty in the marketplace.

• The logo should be flexible and work well on a wide variety

of mediums—not just on letterhead and business cards. It

should work in all mediums, on light or dark backgrounds,

large or small formats, web, and full-color printing.

• The Capstone University logo was designed to look

different than other logos—especially with other colleges

and universities who share the same marketspace or target

audience. The goal was to strengthen the organization’s

uniqueness and to create a style that would present a face to

the brand that would capture the brands essence.

UNIVERSITY

UNIVERSITY

CAPSTO NE

CAPSTONE

UNIVERSITY

UNIVERSITY

1. Thumbnails

2. Comps

U N I V E R S I T Y

U N I V E R S I T Y

3. Final Selection

1. Clear

2. Bold

3. Unique

4. Sophisticated

A Brand That Endures

Color ChoiceBlack is authoritative, powerful

and more sophisticated.

Red is recognized as a stimulant, and

is inherently exciting. It creates energy

and as an accent can immediately focus

attention on a particular element. The

color red increases enthusiasm and

encourages action and confidence in

the University.

Gold symbolizes wealth used wisely,

but it is also the symbol of good health.

It symbolizes wealth and success.

2.4 Print Media

Print media is considered to be one of the most effective and

best form of advertising in the industries today. Capstone

University will be able to use print media to reach it’s target

audience with a wide array of options, such as direct mail,

newspapers and magazines.

Advantages of Print Media:

One of the advantages of using newspapers and magazines,

is that they have a loyal readership. If you are targeting a

particular geographical area, you can advertise Capstone

University programs and events in order to create interest and

build brand recognition. This form of advertising makes it easy

to control your advertisng budget, size of the advertisement,

and time frame for the ad to run.

Diresct Mail is a great way to advertise because it enables

you to engage directly with your audience - whether they are

prospective students, leads, or existing students. Many people

look forward to receiving their daily mail. In fact, 98 percent

of consumers bring in their mail the day it’s delivered, and 77

percent sort through it immediately. In addition to that kind of

exposure, Direct Mail offers these benefits:

It’s targeted.

Direct Mail can focus on an individual or a small geographic

area that are more likely to respond to your offer.

It’s personal.

Direct Mail can address the customer by name, speak to them

individually, and appeal to their interests. And when customers

feel that you understand their needs, they’re more likely to

respond.

It’s flexible.

From letters to postcards to brochures, there is a large variety

of inexpensive and easy formats you can use to create your

direct mail campaign. You can add impact by including a special

offer or free sample in the envelope.

Personalised

Measurable

Confidential

Cost Effective

DirectMail

One-to-one, Targeted and Relevant

Track ROI, Return on Investment

Allows perspective students tolearn about the school at home

Lower Cost Per Piecethan other media

Target Perspective Studentsand motivate them with special offers

Capstone University Print Campaign

Direct Mailers

Newspaper

Magazines

Posters

Brochures

Banners

Flyers

About Capstone

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UNIVERSITY

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ADMISSIONS

Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive

EducationOnline Education

PROGRAMS

Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studeis

ABOUT CAPSTONE UNIVERSITY

History Locations Mission statement From the President Capstone Facts

Testimonials

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Find out how you canstart your new career

today by calling an admissions counselor at

(801) 375-5455 or visit our web site at

capstoneuniversity.edu


Make a Choice Today That will Forever

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History of Capstone University

Capstone University was founded in Salt Lake

City, Utah, in September 2010 as a result of

combining Stevens Henager College, College

America, Independence University, and

Community College San Diego. The

Universities purpose is to teach subjects that

place graduates in a position to find employment

opportunities and learn life long skills.

The history of the four combined schools make

it one of the oldest and most respected schools in

Utah and the North West.

Today, Capstone University is known for its

high educational standards. Academic majors

are designed specifically to meet the changing

trends and requirements of the business and

medical employment markets. Business,

technical, and medical leaders have come to

recognize Stevens-Henager graduates for their

superior training and their outstanding

professionalism.

Our Mission

At Capstone University, our mission is to provide the real-world

knowledge and skills necessary to start a career in today's marketplace.

We strive to ensure that our students achieve success in our career

training programs and that their success will culminate in entry-level or mid-level employment or advancement in their current career field. We

do this by assisting our students through the practical challenges encountered in the workplace and providing them with degree programs

that can help them gain a greater understanding of their field, so they can

achieve a rewarding career.

What Sets Us Apart

Capstone University takes pride in offering career educational programs in a convenient manner that meets the needs of today's busy adult.

Instead of having to wait for a new semester to start as you would at a traditional college, we offer monthly starts so you can begin—and

finish—your degree plan quickly. You can also choose from online,

on-campus, and hybrid programs that fit your lifestyle, and you can take advantage of the exceptional assistance you'll receive every step of the way, from enrollment to graduation and beyond.

ADMISSIONS

Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education

PROGRAMS

Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies

ABOUT CAPSTONEUNIVERSITY


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Degree Program s

A strong education gives you the knowledge

and skills to succeed. But above all, it gives

you the opportunity to help your family and

your community — as well as giving you the

opportunity to have the kind of life and career

you’ve dreamed of having. Education always

pays, because it’s an investment in you.

Capstone University helps you get started by

offering the in-demand degrees and programs

to get you to where you want to be.

The road to success starts with our high-–value,

accelerated* programs in Business, Healthcare,

Graphics or Computers. If you want a fast

track, career–specific education, choose

Capstone University.

Healthcare Programs

Bachelor of Science in Healthcare AdministrationBachelor of Science in NursingBachelor of Science in Respiratory TherapyAssociate of Science in Nursing (RN)Associate of Science in Respiratory Therapy

Business Programs

Bachelor of Science in AccountingBachelor of Science in Business AdministrationAssociate of Science in Business Management & AccountingBachelor of Science in Business Administration/ Property Management Associate of Science in Business Management & Accounting/ Property Management

Computer Programs

Bachelor of Science in Computer ScienceAssociate of Science in Computer ProgrammingAssociate of Science in Computer Technology & Networkin

Graphic Arts Programs

Creativity with computer skills and business intelligenceBachelor of Science in Graphic ArtsAssociate of Science in Graphic Arts

ADMISSIONS



PROGRAMS




Testimonials

ON CAMPUS



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ents Undergraduate Studies Graduate Studies Online EducatioAbout Capstone Financial id Ne ATuition: Calculating Your CostsBecause of the varying costs of tuition for each

degree program, we are unable to provide

exact tuition costs here on our website. However, we will be glad to personally discuss

the costs of your program of choice with you. This also gives you the opportunity to learn about all the financial options that are available to those who qualify, including scholarships,

grants, and more. You might be pleasantly surprised to find that college may be more affordable than you imagined. Our experienced advisors are eager to help you

calculate all your costs and help find the right financing options that work for you, so give us

a call now at 1-800-622-2640 and let us help.

Apply For Financial Aid

Federal Student T ype of Aid

Program Details

Annual MaximumAid Program

Award Limits

Federal Pell Grant G rant: Does not have to Available almost exclusively to

$5,550 per school yearHow to apply

be repaid.

undergraguate students,

Subject to change July 1st 2011

Federal Supplemental Grant: Does not have to For undergraduates with

Amounts vary depending onEducational Opportunity be repaid

exceptional financial need

school’s allocation.Grant (FSEOG

Priority is given to FederalHow to apply

Pell Grant recipients.

Federal Work Study

Money is earned while For undergraduates with

No annual maximum. How to apply

attending school, does not exceptional financial need

have to be repaid.

Priority is given to Federal

Pell Grant recipients.

Federal Perkins Loan

Loan: Must be repaid

Five percent loans for both

$5,500 for undergraduatesHow to apply

undergraduate and graduate

$8,000 for graduate students

students. Paymenent is due

to the school that made the loan.

Subsidized Stafford

Loan: Must be repaid

Subsidized: U.S. Department $3,500 to $8,500 depending Loans

of Education pays interest while

on grade level.How to apply

borrower is in school and during

grace and deferment periods.

Unsubsidized Stafford Loan: Must be repaid U nsubsidized borrower is responcible $4,000 to $18,5000 dependingLoan

for interest during life of the loan.

on grade level (If you do not

How to apply

qualify for subsidized Stafford

loans).

Federal Plus Loan L oan: Must be repaid Available to parrents of dependent C ost of attendance minus any

How to apply

undergraduate students. other financial aid the student

receives.

ADMISSIONS

Undergraduate AdmissionFinancial AidGraduate StudentsMBA or Executive EducationOnline Education

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Capstone UniversityOnline Education

Capstone University Online is a division

of the Salt Lake City/Murray campus, which

was established in August 1999,

and has earned a reputation for producing

competent, professional graduates who

are prepared for the many opportunities Salt

Lake City has to offer. In fact, US News an

d World Report recently called Utah " a

v eritable job machine," observing that "Utah

is emerging as one of the nation's premie r high-tech meccas," with more software

enterprises than California's Silicon Valley

and one of the nation's larges t concentrations of biotech companies.

Healthcare Programs

Bachelor of Science in Healthcare AdministrationBachelor of Science in NursingBachelor of Science in Respiratory TherapyAssociate of Science in Nursing (RN)Associate of Science in Respiratory Therapy

Business Programs

Bachelor of Science in AccountingBachelor of Science in Business AdministrationAssociate of Science in Business Management & AccountingBachelor of Science in Business Administration/ Property Management

Associate of Science in Business Management & Accounting/ Property Management

Computer Programs

Bachelor of Science in Computer ScienceAssociate of Science in Computer ProgrammingAssociate of Science in Computer Technology & Networking

Graphic Arts Programs

Creativity with computer skills and business intelligenceBachelor of Science in Graphic ArtsAssociate of Science in Graphic Arts

ents Undergraduate Studies Graduate Studies Online Educatio

ws & Ev n

Search

Go


About Capstone Financial id Ne A

ADMISSIONS



PROGRAMS




Testimonials

ON CAMPUS


ents Undergraduate Studies Graduate Studies Online EducatioGraduate Studies

Masters in

Business Administartion

Enhance your proficiency as a business professional by earning your

MBA from Capstone University. This comprehensive program is

focused on helping you become a competent leader and manager in a

variety of business settings by helping you increase your skills in

organization dynamics, corporate finance, statistics, communication,

and more.

Master of Science in Healthcare Administration

The Master of Science in Healthcare Administration can give you the

education and background you need to evaluate and improve health

policies. You’ll learn to recognize opportunities and develop

procedures to make the delivery of healthcare services more efficient

and effective. Successful completion of this program can help give you

the skills and credentials you need to be considered for senior health

service administration or policy analyst positions

.

.

Masters of Science in Nursing AdministartionAdministrative and leadership roles in the healthcare industry

require knowledge of management, organizational theory, ethics,

legal issues, and the delivery of healthcare systems. This program

is designed to give you the proficiency you need in these areas to make a difference in the nursing community and better serve the overall health delivery system. Focus is also placed on health

policy, information systems, and the management of human, material, and fiscal resources. As a graduate of this program, you

can be ready for entry-level positions in management of nursing

personnel in a variety of healthcare fields.

Masters of Science in Nursing EducationA Master of Science in Nursing Education can give you the credibility you need to be an inspiration to others as a competent, compassionate, and effective healthcare delivery professional. This

program gives you the opportunity to not only guide future healthcare professionals, but also allows you to confront concerns

about the issues and challenges that nurses face in our changing and complex healthcare system.

2.6 Motion Graphic

This motion graphic was designed to be a 45

second commertial that reached all of those effected by

the economy. With nationwide unemployment at 9.3%

this graphic invites potential students to change their life

at Capstone University.

UN LUCKY

1. Time 03Music: Soft piano backgroundDiscription: Close up shot of man with need job sign.

2. Time 07Music: Soft piano backgroundDiscription: The word unlucky disolves in with the word starting small and growing larger.

3. Time 11Music: Soft piano backgroundDiscription: Image of an unemployment line that disolves in and then pans from left to right.

UN PREPARED

4. Time:15Music: Soft piano background Discription: The word unprepared disolves in with the word fading out

5. Time:19Music: Soft piano background Discription: Image of a unemployed person that disolves in and then goes from along shot to a zoom in.

UN QUALIFIED

6. Time:24Music: Soft piano backgroundDiscription: The word unqualified disolves in with the word rotating as it zooms in.

Are You Ready To change YourLife?

DiscoverDiscover

7. Time:28Music: Upbeat sound with various instrumentsDiscription: Close-up shot of A question, “Are you ready to change your life” and the word “Discover”.

8. Time:32Music: Upbeat sound with various instrumentsDiscription: Close-up shot of the Capstone University logo.

UN BEATABLE

9. Time:32Music: Upbeat sound with various instruments Discription: The word unbeatable disolves in with the word zooming in from small to large.

Lisa Chow

“Choosing Capstone University

was the best choice I ever made!

It was fun, convenient,

and rewarding”.

10. Time:37Music: Upbeat sound with various instruments fading as she talks.Discription: Close-up shot of a young lady ready to graduate, her voice comes on and she tells the audience that choosing Capstone University was the best choice she ever made.

Capstone University

1-800 375-5455www.capstoneuniversity.edu

Call Today

UNIVERSIT Y

11. Time:41Music: Upbeat sound with various instruments. Discription: A call to action that invites the au-dience to call today if they are ready to change their life.

12. Time:45Music: Upbeat sound with various instruments, sound fades out to end the animation.Discription: Close-up shot of the Capstone Uni-versity logo which starts as a close up and then zooms partially out as the slogan comes on the screen. “A better education, a better choice. The completed animation holds for three sec-onds as the logo and slogan holds on the screen and then fades out.

3.0Style Guide

3.1 Introduction 34

3.2 Capstone Logo 35

3.3 Clear Space 35

3.4 Color 36

3.5 Typography 37

3.6 Tagline 38

3.7 What not to do 39

3.8 Applications

Stationery 40-47

3.0Style Guide

Brand Style Guide05.05.2011

Table of Contents

Introduction 3

Capstone University Logo 4

Clear Space 5

Color 6

Typography 7

Slogan 8

What not to do 9

Application of Logo

Stationery 10

Business Cards 11

Letterhead 12

Sample Letterhead 13

Envelope 14

Advertising 15

Schools Within the University 16

For Futher Questions 17

33

Brand Style Guide

Introduction

The Capstone University brand is a distinct identity designed to emotionally connect with students, alumni, business partners, and the public. This connection separates Capstone University from competitors and creates a visual and perceptual image that creates value and brand loyalty with our target audience.

In order for Capstone University and its partners to maintain the visual integrity of the brand, we have developed this style guide as a tool that will ensure the proper application of the logo, colors, and typography at all times. This Capstone University Brand Style Guide provides samples and directions that will guide you as you apply the logo in a variety of applications.

We are dedicated to the consistent application and precise production of the logo. This will allow us to create a unique and effective visual style that will build public awareness of the university. For futher information or if you have questions, please contact Tim Miller at: tim.miller@capstone university.edu.

34

Brand Style Guide

Capstone University Logo

The Brandmark

The Capstone brandmark is an arch with a red center stone and equally spaced black horizontle line.

The Capstoe University logo should appear on a white background and maintain the color pallette at all times for the best impact and clarity. A one inch white space around the logo should be maintained at all times. If the logo is placed on a dark back-ground, it should be positioned with a rectangle or oval background.

Brandmark

Logotype

The Logotype

The Capstone Logotype is made of the words, “Capstone University” in uppercase. The typeface is Gill Sans.

Equal Space

Text aligned with flat portion of the brandmark on both sides

Rectangle

Oval

The Oval cutout with or without gold is not part of the logo but helps build contrast with the logo and should be used whenever practicle. The logo should be centered inside the oval cutout. The gold trim is not part of the logo but creates a feeling of wealth and the richness of the experience. When practical to the application the gold should be used to enhance the logo.

35

Brand Style Guide


Colors

Black and red are the traditional color for Capstone University. The color pallette is an essential element of the logo designed to maintain a consistent identity for the university.Capstone University has sellected PMS 202 C and Pantone Process Black C as its official colors.

The secondary pallette is designated as complimentary colors that may be combinedin the production of design projects.

C M Y K R G B L A B

0 100 61 43 152 0 46 32 55 21

0 0 0 100 0 0 0 0 0 0

Pantone 202 C

Pantone Process Black C

C M Y K R G B L A B

56 54 70 37 89 82 65 36 0 11

0 0 0 0 255 255 255 100 0 0

29 27 38 0 184 174 156 72 1 10

Primary Pallette

Secondary Pallette

36

Brand Style Guide

Gold Gradient MapPosition C M Y K0.562 2 20 94 025.28 0 0 25 059.55 20 40 96 787.7 0 7 51 8100 0 0 25 0

Primary Pallette

Secondary Pallette


Typography

Gill Sans

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ12345678910

The secondary typography for printed material is Adobe Caslon Semibold. This is designated as complimentary typography for body text using a serif typeface.

Adobe Caslon Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ12345678910

(BOLD)

(SemiBold)

37

Brand Style Guide


Slogan

The slogan for Capstone University is “A Better Education, A Better Choice”. The slogan is not part of the logo and is not required in all instances. When the slogan is used next to the logo, The height is aligned with the top of the bar and the bottom of the word university.

When the slogan is used seperately from the logo it may be sized appropriately with the design. The shape of the slogan should be maintained in order to convey a consistent message.

38

Slogan Typeface is “Adobe Caslon Pro”

Brand Style Guide


What not to do with the logo.

Place logo over an image Place logo over a dark background

Change the color pallette

The Capstone University logo is the primry visual identification thatrepresents the university. In order to maintain the integrity of the brand, the logo should always appear on a white background. The color pallette should never be changed or adapted to fit with other backgrounds.

39

Brand Style Guide


Stationery

The placement of the logo on the stationery set demonstrates how the branding process can be used to provide a strong, consistent identity for both internal and external communications. Many people will be exposed to the brand for the first time through the business card, letterhead, and envelope. The guideline shows how consistent design will promote the Capstone University brand.

40

Brand Style Guide


Stationery

DoublesidedBusiness Cards

NameTitle

PhoneFax

email

Size 3.5” by 2”

White= 3.5” by 1” Red= 3.5” by 1” oval

Text: Adobe Caslon Pro 9 pt/ 10.8 Leading

Logo centered in white oval of the card

John DoeInstructor

41

Brand Style Guide

Ph: (801) 123.4567 Fax: (801) 123.4567email: [email protected] South Sandhill Rd.Orem, Utah 84058

John DoeInstructor

Front: Logo Only

Back: Name positionInformation


Stationery

Letterhead All letterhead have the official logo printed in the top left side of the page centered above the red oval cutout. The red sidebar is 2.125” wide by 10” high with a 0.5” cutout.

1476 South Sandhill RoadOrem, Utah 84058

Size 8.5” by 11”

10”9.5”

0.5”

Dear Sir,0.

5” Start letter 0.5” from red sidebar

2.25”

0.5”

42

Brand Style Guide


Stationery

Envelope All envelopes have the official logo printed in the top left side of the page centered above the red oval cutout. The red sidebar is 3.25” wide and the height is centered between the red and white with an oval cutout.

1476 South Sandhill Road Orem, Utah 84058

Number 10 Envelope (=4.125” by 9.5”)

0.5”

Cen

tere

dC

ente

red

Logo and address centered3.25”

43

Brand Style Guide



Letterhead Guide

In order to maintain a consistent style when sending correspondence within or out of the university, it is important to use the stationery guidelines below.

Ms. Anybody USA May 10, 2011President XYZ Company 1234 Micky Mouse Drive

Dear Madam,

This letter is an example of the letterhead style guide. The date is typed near the top right side of the page. The recipients name and address is typed in top left side of the letter and aligned with the top of the red sidebar. The paragraphs may be block or indented with double spacing between paragraphs. The salutation is double spaced below the inside address and below the body of the letter. The complimentary close is typed near the right side of the page, two lines below the body of the letter. The signature is aligned with the complimentary close. Truly Yours

John Doe Associate Dean

Tel 801.123.4567 • Fax 801.123.4567 • [email protected] South Sandhill Road

Orem, Utah 84058

Red Sidebar2.25”

Address Centered

Adobe Caslon10 Pt 11.2

leadig

0.5”

Contact info CenteredAdobe Caslon

10 Pt 11.2 leadig

44

Brand Style Guide



Advertising

The Capstone University logo must appear on all printed material, brochures, flyers,banners, and signs, that are being produced for advertising purposes. When ever practicle it should be accompanied by the red oval shape under it to create a consistent relationship.

* Exceptions The bottom of the Capstone logo should be aligned with the top of the oval points in most cases. Exceptions may be granted by approval of the University advertising department only.

Call Today To Learn About Exciting Career Opportunities

Call Today To Learn About Exciting Career Opportunities

Emporem. Andio inu samet fugiat duci v ndenis vsd n onsect usdae p orest lam se in poreperep et qui ditiam

faceribustis di simpore pratiae ctateca eperist dolorem. Delente nati resti dignis que apiciatquam autem fugia volupistium voluptatur, offic te nobisi ut eatquatur, seque poreium, sinis molecti blaut et

offici odignamus aEllum idente dipsapit adigenit, utem fugiaep erendirae num revcfd Quaepe raei mus exercienis assimin cus erum qui dolo runtia volupti onsequeeos vitintur aut eatem el max imende ipicabo.

Trifold Brochure

45

Billboard (Exception due to size)

Bus Wrap (Exception due to size)

Brand Style Guide


Schools within the University

School of Business

School of Education

46

Brand Style Guide

School of Technology School of Medical Science

Graduate School School of Graphic Arts

School of Business School of Education


For Futher Questions

If you have any fither questions about the the Capstone University brand, please contact he University advertisng department. Vector and reproduction quality images of the logo and style guide may be obtained at the university advertising department at (801) 375-5455 or email at [email protected].

47

Brand Style Guide

Understanding

4.0Solutions

4.1 Signage 50

4.2 Bil l Board 51

4.3 Bus Wrap 52


4.5 Print Ads 54

4.6 Website 56

4.7 Student ID 58

4.1 Signage

Thousands of people walk or drive past the

University each day and the sign for the University is one

of the first things that catches their attention.

The sign is like a hand shake with the public and should

reflect an image that is inviting

and friendly. Brand awareness

and loyalty starts with creating

positive experiences each time

someone comes in contact with

the University.

A sign is one of the least

expensive forms of advertising

and needs very little upkeep.

4.2 Bill BoardAdvertising on a billboard sign is a preferred advertising

medium that is high-impact and cost-effective. With limitless possibilities for the design of the Capstone

University billboard and the opportunity to advertise24/7 to the traveling public, it will provide an effecient

advertisng medium to build brand awareness.

Here are a few benefits of choosing billboard advertising over other media:

1. Billboard advertising grabs the attention of potential customers like no other form of advertising can.

2. One of the most cost-effective mediums of advertising

3. Brand awareness and strong name recognition

4. Colorful, creative and eye-catching ads have more impact

5. Reaches out to thousands of people on a daily basis

6. Targets a specific audience according to location

7. Ads are not lost in the mix of competitors and editorials

8. Messages are delivered continuously and frequently

9. Directs potential clients and customers to your place of busines

A Better Education A Better Choice

4.3 Bus Wrap

On average the US population spends two hours

per day on the road. Vehicle advertising generates up

to 70,000 views per day and is far less expensive than

traditional radio and TV advertising. A bus wrap in

selected routes will allow you to target those areas that

you would like to increase your admissions and create a

great way of building brand awareness.

AAChoice

Call Today800.356-5455

4.4 Promotional Items

A great way to promote the university and to create

loyalty is with items that carry the Capstone logo.

They are a constant reminder and inexpensive way

to build awareness.

Top 5 Advantages Of Using

Promotional Products:

1. Tangible - promotes

repeat exposures.

2. Impact is easily

measured.

3. Complements other

advertising media.

4. Flexibility - can easily

target different audiences.

5. Goodwill - builds

favorable perceptions.

In 2007, business’ spent

$19.6 billion dollars on

promotional products.

The big advantage that

promotional products have

over other advertising

media is that the recipient

usually always keeps the

item and the advertiser

then gets repeat exposure

at no extra cost.

4.5 Print Ads

Print ads for Capstone University placed in

magazines, flyers or posters are all placed to give a

positive image for the university and to reach out to

potential students. This will be a positive way to gain

new students and to build brand awareness.

Capstone University

Retrain Yourself800 720-8108

Medical Business

Technology Graphic Design

Get Two Movie Tickets

Get Your Associate’s, Bachelor’s, or Master’s Degree

Faster

www.capstoneuniversity.edu 800 720-8108

Protect Yourself from the

Frightening Economic Storms

FlexibleClass

Schedules

Day, evening, & online classes starting every month.

Get A Laptop

for School

Use it while you study, keep it when you graduate.

Provo - Orem Campus

A Corporate University Educational Program

Capstone University

CAPSTONE UNI-

Contact an Admissions Consultant today and begin classes giving you beneficial business savvy and skills to see more clearly in the business jungle.

Call 418-6632 or visit our campus at 1476 South Sandhill Rd., Orem

A Business Degree Helps You Have Good

Business Vision

Contact an Admissions Con-

sultant today and begin

classes giving you beneficial

business savvy and skills to see

more clearly in the business

jungle.Call 418-6632 or visit our campus at 1476 South Sandhill Rd., Orem

School of Business

Begin Learning Business Insights

Bachelor’s Degree in BusinessSee Real Business Success Master’s Degree in Business Administration

Capstone University

School of Business

4.6 Website

The website for Capstone University is designed

using the the color pallette that has been used with the

rest of the campaign and ask the user if they are ready to

make a choice that will forever change their life.

Consistency is an important element of the campaign and

is designed to build brand recognition and loyalty. The

logo and gold banding give the site a feel of wealth and

prestige that help convey this message to the audience.

Some of the key features of the site guide the reader

to those questions most frequently asked by students.

Area’s that are typically searched are programs of study,

degree’s offered, admissions process, history of the

school, financial aid, and methods of study. There are

several links to testimonials and videos that help motivate

students to choose Capstone University as their choice

of higher education.

One of the main goals of the Capstone website is to

grab the viewers attention and to build a highly effective

websites that will invite students to call the school today.

Clear messaging provides users with answers to initial questions.

Strong calls-to-action incite users to take the next step with you.

An intuitive user interface makes navigating your website a breeze.

About Capstone Financial

ADMISSIONS

UndergraduateFinancial AidGraduate StudentMBA or ExecutiEducationOnline Education

TESTIMONIALS

Find out how you canstart your new career

today by calling an admissions counselor at

(801) 375-5455 or visit our web site at

capstoneuniversity.edu

TESTIMONIALS

About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education

Search Go

S

Undergraduate Admission

Graduate Studentscutive

Online Education

PROGRAMS

Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studeis

ABOUT CAPSTONE UNIVERSITY History Locations Mission statement From the President Capstone Facts Testimonials

ON CAMPUS

M aps C apstone Virtual Tour A rts & Events C ampus Calendar N ews & Media V isiting Capstone



Make a Choice Today That will ForeverChangeYour life!

4.7 Student ID

Student ID Cards allow students to recieve many of the services that are available on campus as well as discounts to many events. Students can come to any campus Admissions & Records Office one business day after registering for classes to have a photo ID card issued. Students must present a valid state or federally issued photo ID, such as a Driver’s License, to receive their permanent (will not expire at the end of each semester) Student ID card. Lost or stolen cards will need to be reported to an Admissions Office immediately, where a replacement card can be issued; a replacement fee will apply.

ID cards for students taking only Distance Learning courses will be mailed. Student ID cards are only available through the Admissions & Records Office.

The Student ID card is used for campus services such as libraries, testing centers, and computer labs. Each semester, after a student is registered for classes, their student ID card becomes valid for that semester.

Contact an Admissions & Records Office at any campus

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Student Number:97365-70

Sue Harris

DR

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NGROWTH LE

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ACHIEVE

COMMITMENT

The Designer

Tim Miller is the Associate Dean of the School of Graphic Arts atStevens-Henager College in Orem,Utah. He is passionate about the art of design and the power it has to communicate.

Challenging design projects like Re-Branding an established educationalgroup of colleges into a unified new brand is the perfect opportunity to push any designer.

This project is a great example of the power of design, to take a good instituition and make it a stronger unified brand that can reach a Nationwide Audience.

[email protected]

Image SourcesThese images were used in the Capstone University campaign and are solely to be used for comp purposes during the proposal process. If the client accecpts the proposal, then the client must purchase the license for:

1. Female College Graduate 1Bigstock Photo #4966421

2. Female College Graduate 2Istock # 000009254975

3. Man Needs JobBigstock Photo # 3848576

4. Homeless manBigstock Image # 530243

5. College Students 1Bigstock Image #16439000

6. College Student 2Bigstock Image # 16439000

7. Stevens-Henager CollegeOrem Campus © SHCRichard [email protected]

8. Male College Graduate 1©SHC [email protected]

9. Stevens-Henager College-Ogden©[email protected]

10. Abstract Fantasy Orange BackgroundBig Stock Photo # 15198374

11. Abstract Floral BackgroundBig Stock Photo # 15596003

12. Blue Light WaveBig Stock Photo # 13411172

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Taking A University Nationwide

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