For several years, this Communications Resources website has provided useful guidelines, downloads, and best practices to the Titan community.
While many on campus tend to focus on fairly narrow objectives in their communications work, such as promoting a particular program or event, it is important to recognize that each of these independent efforts is a reflection of the University as a whole.
Accordingly, while we should certainly seek to "do no harm" and maintain consistency in voice and design, we can also advance broader efforts to help move and shape the institution's image in helpful, strategic ways.
Indeed, a primary goal for external communications efforts at Cal State Fullerton is to help the institution move toward an aspirational position in the higher-education landscape where the institution can most effectively fulfill its educational mission. In this context, that can mean successfully engaging -- and shaping perceptions held by -- prospective donors, employees, advocates, and students.
An aspirational positioning statement researched and developed in 2008 and revised in 2014 helps to focus communications work for the University. The statement helps guide how we present ourselves to our various publics:
“A leading institution of the CSU system, Cal State Fullerton is an investment-worthy intellectual and cultural center for Orange County, an invaluable partner in workforce and economic development throughout the region, and a national model for supporting student success through innovative high-impact educational and co-curricular experiences, including faculty-student collaborative research.
The University embraces its rich diversity, recognizing that it both enhances the educational experience for students and uniquely prepares them to excel as emergent leaders in the global marketplace, in further education, and in their
Together with Cal State Fullerton’s unmatched value and long-standing commitment to accessibility, these defining competitive advantages are resulting in the institution growing as a first-choice option for prospective students and employees, and being increasingly attractive for both private and public support.”
Here in Strategic Communications, the University's central communications office, we look forward to collaborating with partners across campus in bringing this statement to life and ensuring that all efforts that shape our brand serve the institution well.
Jeffrey D. Cook
Associate Vice President for Strategic Communications