Increasing the reputation and building the brand of CAM
Dear Faculty and Staff colleagues,
In both of our retreats, the three top priorities that I heard about were:
- A new CAM building
- Increasing the reputation and building the brand of CAM
Let me focus on increasing the reputation and building the brand of CAM:
To build the brand of CAM you (faculty, staff, students and community partners) identified three essential values: creative excellence, discovery and Denver. We took part in activities last year to allow us find a position we can own, to communicate the benefits of our brand and to work towards going inside the mind of prospective students (and their parents), donors, industry leaders and others.
To continue this work, we have engaged an agency to work in further building the brand of CAM. This firm is called Karsh Hagen and they have a hard-earned, well-deserved national reputation for success in branding and research in the area of marketing that strives to gather attention in a crowded media arena. Karsh Hagen works with the University of Colorado System, various other CU Denver colleges and units, schools and units at Anschutz, Colorado Tourism and many others.
In the meantime, we will continue our work with Orbit Design, a local design agency, to produce promotional material and our printed publications. We are also leveraging our student talent by employing CAM students in roles for graphic design and events.
On my part, careful planning goes into local and regional event attendance, presentations at national conferences, visits to alumni and donor stewardship/prospecting. All of those activities allow me to activate our branding and positioning to advance CAM’s value proposition.
Another essential part of any Dean’s job is to “be the face of CAM” with organizations that can advance all aspects of reputation, recognition, rankings and support of CAM. Since arriving in Denver I have been asked to be a part of numerous local, regional and national boards. Here are some of the groups that I participate in and the roles that I play:
Several faculty and staff members of CAM are officers and board members of local, regional, national and international organizations. Your service is appreciated—and we cannot be too active in organizations that allow us to tell the story of CAM. As we embark on this journey to continue refining and establishing our value proposition, please work closely with our marketing and outreach team members and share your stories and the stories of your colleagues, students and alumni.
- Denver School of the Arts Friends Foundation, Board of Directors
- Colorado Business Committee for the Arts, Board of Directors
- Strategic National Arts Alumni Project (SNAAP), National Advisory Board
- Arts Schools Network, Board of Directors
- Stanley Film Center and Film Festival, Advisory Board
- Alliance for the Arts in Research Universities (a2ru), 2016 National Conference Host and member of the Strategic Planning Group
Laurence D. Kaptain, DMA and FRSA
Dean, College of Arts & Media (CAM)
University of Colorado Denver