Dr. Karla Leeper, executive vice president for strategic communication and chief marketing officer for Augusta University, recently wrote a piece where she details the process of rebranding a large university and health system and the difficulties that came with the consolidation and several name changes.
“All the disruption had muddied the university’s identity and drained the community’s energy to participate in yet another rebranding initiative,” wrote Leeper. “AU’s communications and marketing staff needed to establish an enduring identity for the university that would inspire pride and excitement, mend and deepen its connection with constituents, and unify an institution with four campuses in Augusta, satellite campuses in five cities across Georgia, a university medical center, and a children’s hospital.”
CASE Currents: How Augusta University Got It’s ‘A’ Back
Jan. 9, 2018