Brand Positioning
Pennsylvania Western University
Pennsylvania Western University
Introduction
Pennsylvania Western University approached VisionPoint with a distinct challenge – how to brand a new institution born of three historic universities plus a new online division. While this would be an enormous undertaking under any circumstances, broader demographic challenges, shifting market conditions and competition made this even more complex and urgent.
However, given that the university’s core prospective student population –first-generation students from households with lower-than-average income –is increasingly skeptical of the value of higher education, this new beginning offers a once-in-a-generation opportunity to become the first choice for students who want an institution that is built to serve them.
This is where branding comes in.
Branding is the foundational act of defining an institution’s identity. It not only casts the institution with meaning and differentiation but also creates internal alignment among faculty, staff, and stakeholders from each of the school’s campuses by helping everyone understand the unified PennWest brand’s strengths. It forms the basis for all external communications, helping prospective and current students, parents, guidance counselors and other influencers clearly understand what makes your brand unique and relevant to them.
Through custom brand work, VisionPoint Marketing has identified a distinct and ownable position for PennWest in the crowded higher ed market. This is not a rebrand, mind you. Our work uncovered what was there all along. By leaning into the natural, combined strengths of all three campuses, plus the new online programs, and communicating these more clearly and effectively, PennWest University will be well-positioned for long-term success.
PennWest University Brand Positioning
Pennsylvania Western University offers students a chance to find their place – grounded in who they are and defining who they’ll become –through an abundantly supportive community that inspires confidence and awakens potential.
The university is dedicated to providing a relevant and future-proof education for students of all backgrounds and academic abilities. With a focus that extends beyond academic success to employability and long-term outcomes, PennWest prepares students to compete for the best jobs in the world through a learning experience that is rich with opportunities to think critically and tackle real-world challenges.
Rooted in a long, proud history, PennWest has transformed into a nimble, adaptable institution that offers a personalized education with exceptional returns and immeasurable value that lasts a lifetime.
More Choices for the
Right Fit
PennWest California
Suburban style
Just an hour from Pittsburgh’s thriving culture, PennWest California delivers a traditional university feel, including athletics programs, best-in-class modern housing, and one of the healthiest college lifestyles in the nation.
PennWest Edinboro
Lakeside life
With wide open spaces to spark imagination and creativity, PennWest Edinboro offers awardwinning academic programs to cultivate leaders in the arts, technology, aviation, health sciences and other fields.
PennWest Clarion
Rural refinement
At PennWest Clarion, small class sizes plus supportive faculty and staff create a personalized learning environment ideal for students who want an intimate setting along with PennWest’s expansive range of academic programs.
PennWest Global Online
Access anywhere, anytime
Flexible and affordable, PennWest Global Online is designed for those juggling life, work and family. Dedicated faculty from all three campuses provide rich content and engaging interaction for student success.
Brand Pillars
A Place to Find Your Place: No matter where students are coming from, PennWest University is where they can find their people, their pathway and their place in the world.
A Supporting and Uplifting Community: We are committed to meeting each student where they are and providing the right kinds of support they need to feel confident in their abilities to succeed.
Prepared for Today and for What’s Next: We enable students to rethink the possibilities for their lives through programs that are purpose-built for success now and in the future.
More Than a Great Option – A Great Value:
We deliver a breadth and depth of academic programs plus wraparound support personalized to each student – all at an incredible value.
Strong History, Bright Future:
We combine the strength and stability of an established institution with a fresh and forward-looking approach to education that will improve lives for generations to come.
Brand Personality Traits
Down-to-Earth, Grounded:
We have big goals, we are measured in our decision-making, keeping the best interests of our students, campuses and communities at heart.
Daring, Undaunted:
We tackle challenges thoughtfully, learning from our experiences and using them to become better, wiser and more energized for the work still left to do.
Determined, Purposeful:
We’ve seen a lot, weathered a lot, and remain more steadfast than ever because we know that a lot of people depend on us – and we will not let them down.
Passionate:
We have big aspirations for what’s to come. Because we are so committed to the people we serve, we will gladly put in the hard work to ensure a better future for all.
