After nearly two years of research, planning and preparation,
Palmer College of Chiropractic debuted its new branding
platform in early August. The process of getting employees and
students acquainted with the brand began early in the
summer with informal meetings followed up by events
dubbed “Branding 101” and “Palmer’s Brand New Brand.”
Branding 101 was held on all three campuses and introduced
employees to different elements of branding, including the
College’s tagline. It also gave staff and faculty a taste of some of
the changes that will take place in the coming months as the
new brand gets underway.
Those who attended Branding 101 were given an
informational handout along with a
magnet and special
coffee mug
labeled with
Palmer’s new
tagline: Because
Palmer is
Chiropractic.
“A successful tagline
must not only say
who you are and what
it is that you do, it also
needs to be interactive
and provide direction
for your key audiences,”
said Darren Garrett,
director of Marketing &
Communications.
“‘Because Palmer is Chiropractic’ demonstrates those characteristics
and promotes Palmer’s position within the chiropractic education
profession. Even more important, it answers questions like
‘Why should I get my education at Palmer?’ or ‘Why should I go
to the Palmer Chiropractic Clinics?’”
The home page of Palmer’s new website, which will be
launched in November 2006. |
During the brand’s official launch August 1-2, employees on
all three campuses were introduced to the College’s new logo
and the selection of colors that have been chosen to represent
Palmer’s different audiences in online and printed
communications. To demonstrate the look and feel of the
brand, a sample print ad for prospective students was
on display as well as pages from Palmer’s upcoming
redesigned website.
An example of the type of advertising the
College is creating to recruit new students. |
In the next issue of Insights, look for “Palmer College
of Chiropractic Defined,” which will feature Palmer’s
Mission Statement, Tenets, Chiropractic Abilities
and Philosophy Statement. These elements played
an important role in the formation of the College’s
branding platform and underscore why Palmer
College continues to be the best place to get a chiropractic
education. Because Palmer is Chiropractic.