Marketing and communications professionals working in higher education are more conscious than most that they serve incredibly diverse audiences and stakeholders, and of the vital importance of equity and inclusion. (Today’s students can quickly become outspoken protestors in the face of what they perceive as injustice.)

This week, Ken Steele sits down with Matthew Tsang, co-founder of inclusive communications agency AndHumanity, to discuss what he calls “JEDI” principles of Justice, Equity, Diversity and Inclusion. “Justice is at the forefront for us,” Matthew explains. His agency, and the cause of inclusive marketing, grew in prominence in the wake of George Floyd’s death in May 2020.

“Inclusive marketing is elevating underrepresented voices, not about including everyone all the time.” The key is to ensure that you’re not defaulting to the dominant culture - because GenZ and GenAlpha have heightened awareness of diversity, and greater expectations that marketers will represent it in their work with cultural competency. Communicators have a moral responsibility to contribute to improving society by not just avoiding stereotypes, but by incorporating counter-stereotypical messages.

Too many marketers fail at inclusion when they forget that people are intersectional, and effectively centre the dominant culture of a broader community. “We’re all complex human beings, and we can’t be checked off in a box.” The specialists at AndHumanity always encourage really deep storytelling with intersectional nuance, rather than reinforcing stereotypes or generalizations about a community.

It's also vitally important to include a broad diversity of people with lived experience in the writing and creative process: “Nothing about us without us.” This mistake causes some obvious, egregious mistakes – and it’s not sufficient to consult people, they need to feel psychologically safe expressing their feelings.

Marketers and communicators need to avoid a fear-based approach, simply focused on avoiding causing offense. “Is this safe to say? is a very check-boxy approach.” A fear-based approach most often results in “very diluted, boring, uninspirational work” that is inoffensive, yes, but also forgettable. Institutions should also focus on “going deep” into specific dates of significance, telling deep culturally-nuanced stories, rather than spreading their efforts wide at superficial recognition of a broad range of dates.

Matthew’s advice to anyone who wants to reinforce their intercultural competence is to deliberately follow 5-10 people on social media who have different lived experiences from you yourself, or who specialize in JEDI issues. Even when watching TV shows or movies, it can be valuable to watch content about protagonists with different dimensions of identity than yourself. “I don’t think it has to be difficult… but this is a good first step.”

Members of Eduvation’s MarCom, CMO, and Guild Circles are invited to attend a free workshop on inclusive marketing and communications for higher education, led by Matthew and the AndHumanity team, on October 24 2024. (If you’re not a member, you can sign up for a free trial at https://circles.eduvation.ca/landing/plans/232788 )

For more information about AndHumanity and their services, see https://andhumanity.co

#EDII #EDI #Diversity #InclusiveMarketing #Indigenization

In this episode of Ten with Ken, host Ken Steele sits down with Dorita Pentesco, Director of Marketing & Recruitment at Niagara College, and Carmen Serravalle, Vice-President Creative at STC Storytellers, to discuss the “refresh” launched this month of the 15-year-old Niagara College brand.

NC’s circular “blue button” logo was originally introduced in 2009, and was immediately embraced by staff and students – who suddenly started buying and wearing branded clothing. The unique shape lent itself to external signage, buttons, and even application to the butt end of beer kegs at the campus brewery. People on campus have a powerful affinity for the NC button, proudly embracing the “I am nc” slogan. Many on campus “bleed blue” – so any changes to the existing brand identity needed to be carefully considered.

There were, however, technical considerations like legibility at small sizes and by screen-reading software, and a desire to simplify the wordmark and render it in a more friendly, less corporate way. So STC rounded the corners of each letter individually, “taking the edges off” the former logo, subliminally shifting its impression. They also introduced more blues and greens to the NC colour palette, reflecting the waters and vineyards of the Niagara region. And introduced a new typeface, Work Sans, to add more “heft and confidence” to headlines and materials.

The most obvious addition to the NC brand universe are a series of hand-drawn circles, which reflect the logo but in a hand-crafted way that emphasize collegiality, friendliness, and even the hands-on learning experience for which NC is renowned. The circles are being used as an accent, to draw attention to parts of images, and make a great pattern for branded clothing and merchandise. The brand refresh also introduces a new tagline, “That’s ncLIFE,” which NC has started using “almost like a punctuation mark” to sum up the energy and student experience.

Consider joining Eduvation’s MarCom or CMO Circles, for access to other branding studies like this, and to engage directly with Dorita, Carmen, and other CdnPSE marketers from across the country. For more information, see http://eduvation.ca/cmo/

Check out STC Storytellers’ portfolio of work for other higher ed clients at https://www.stcstorytellers.com

#CdnPSE #branding #niagaracollege #nclife #hemkting #pseweb #TenWithKen

“Ten with Ken” returns for its 8th season with a special double episode distilling the best moments from literally hours of welcome back, orientation, move-in and kick-off videos, from more than 100 colleges and universities. Students overcome their anxieties and homesickness by celebrating, dancing, screaming and clinging to their stuffed animals and favourite comfort foods. They’re distracted by concerts, midway rides, marching bands, fireworks, confetti cannons, and so much more. Some schools play games too, staging their own versions of “Cash Cab,” “Undercover Boss,” or “Roommate Match.”

While the post-pandemic Class of 2028 is anxious, so too are campus administrators, still smarting from heated protests and campus occupations this spring. Their Fall welcome videos overtly urge tolerance for diverse viewpoints and a culture of respect on campus. Incoming first-years are asked to share words of advice for their future selves, while senior students and new graduates share their own advice for the incoming class of 2028. A sense of community is quickly established with matching t-shirts, massive logo formations on the football field, running the gauntlet and plunging in to the mud. From “BamaJam” to “GobblerFest,” campuses are working hard to amp up the enthusiasm of students returning to campus this month. (As so many student put it: “Whoooooo!”)

The 125 videos (and counting) considered or clipped in this special are listed in our complete Back-to-School 2024 YouTube playlist here.

In particular, Ken has chosen 10 “Ken’s Picks” as the best in class this Fall:

Duke University “Class of 2028 Class Photo Behind-the-Scenes”

Princeton University “Dear Students, Welcome Back to Princeton!”

University of Oregon “Duckflix: Quack Match”

University of Virginia “It’s Joyful. It’s Bittersweet. It’s Move-in Day.”

Michigan State University “Advice for Incoming Spartans”

University of Guelph “Welcome Back, Gryphons!”

College of William & Mary “Let’s Write a New Story: Move-in 2024”

University of Michigan “Welcome Back 2024: Movin’ through Campus”

Stevens Institute of Technology “Unpack the Quack: Welcome Class of 2028!”

Rochester Institute of Technology “The Wonderful Wizard of RIT” (definitely the best of the whole pack!)

Enjoy!