The Indiana Memorial Union is one of the country’s oldest and largest student unions. Organized in 1909, the institution was well developed and well respected across the country not only for its innovative student leadership board, but also for its impressive physical structure, which grew to span more than 11 acres indoors and includes a large hotel and conference facility.
Despite its grandeur, students were spending less time in the facility, and campus staff were confused about how to reserve space for conferences or hotel space for their guests. No one was certain what the activities were or who could participate.
As the IMU’s marketing manager, I responded by writing a multi-year marketing plan, which included a campus campaign to re-introduce the union to campus.
MORE ABOUT THE UNION
Read an article I wrote in the Indiana University Alumni Magazine about my time at the Union. »
Our campus campaign touched many audiences: internal union staff and leadership, student customers, staff and administrative customers, and campus leadership.
The central message to every audience was simple: the Indiana Memorial Union belongs to you and is a hub for all “citizens.” Visually, we had to show that the union, which was built like a limestone fortress, was malleable and could change and flex to meet customer needs. Outcomes of the marketing campaign included:
