What? “Brand”?

The Fuller brand is the sum of the experiences that individuals have whenever they are exposed to our community or message. To consistently and effectively communicate who is Fuller, each school, regional campus, center, initiative, service, program, and institute plays a significant role.

Who Is Responsible for What?

Building the Fuller Theological Seminary comprehensive profile (brand) requires a team effort in which every member of the Fuller community plays an important role. Since a fully centralized and integrated marketing program has three basic functions—brand marketing, direct marketing, and customer relationship management—it is important to distinguish the primary roles of each function and who is ultimately responsible for each.

Brand Marketing

Brand marketing is concerned with building a profile and creating an awareness of that profile in the minds of an organization’s constituents so that it stands for something very specific. This involves any effort that creates first impressions critical to communicating Fuller’s overall mission and purpose for existence. The Division of Communications and Marketing (C&M) is responsible for developing these critical brand marketing efforts for Fuller Theological Seminary as a whole, its three schools, seven regional centers, key initiatives, and leading institutes. This includes all first-impression and primary identity materials, publications, signature branding events, advertisements, and online and digital communications.

Primary leading branding areas: Fuller Theological Seminary (as a whole entity), School of Theology, School of Psychology, School of Intercultural Studies, Alumni & Church Relations, Development, Enrollment Management, and the Regional Centers. C&M is responsible for all leading campaigns for these areas.

Direct Marketing

Direct marketing is concerned with getting constituents to take action based upon what they know about Fuller after they have been introduced to the institution through first-impression brand marketing efforts. Direct marketing efforts-which might include displaying Fuller at college fairs, churches, professional conferences, telemarketing, monthly communications-are usually person-to-person direct and therefore ppropriately directed by those individual department representatives but using communication and display materials developed by C&M.

Key programs and departments critical to the success of direct marketing: Brehm Center, Fuller Youth Institute/Sticky Faith, De Pree Center, Lloyd Ogilvie Institute for Preaching, Fuller Foundation, Asian Initiative, Centro Latino, African American Studies, and others like these come under this category.

Customer Relationship Management (CRM)

Customer relationship management is concerned with delivering the Fuller experience to various constituents (primarily students and employees) and retaining them through efforts that reinforce Fuller’s mission and reason for existence. Every employee at Fuller is responsible for customer relationship management. Every interaction in and out of the classroom, online, in direct person-to-person service, at events (large or small) is CRM and therefore reinforces the profile and message we desire to represent on behalf of Fuller. Every interaction counts and creates an impression for Fuller. C&M may create communication materials for these groups, but primary implementation and management of messaging is carried out through these functioning areas.

Key areas critical to the success of CRM: All faculty, Human Resources, Student Development, Guest Services Center, Chapel Programs, Field Education, ASC, Library Services, and others like these fit this category.

A strong branding program creates positive, long-lasting impressions that reflect excellence and quality and requires an entire organization to contribute to its success.
Source Support: Bob Sevier, Stamats Communications, Building a Brand that Matters, 2006
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