Bullhorn Creative Selected to Assist in Development of New Brand Strategy

"Make No Little Plans."

It has been President Michael Benson's mantra since he came to Eastern Kentucky University in 2013.

And now a partner has been selected to provide expert guidance in the development of a new brand strategy for the University. Scott Cason, vice president for communications and marketing at EKU, said Bullhorn Creative, a Lexington-based branding and creative services firm, was selected as the "direct result of the challenge President Benson has made to 'Make No Little Plans.' Bullhorn's work and vision reflects a level of boldness we need to advance this great institution at this important point in our history."

Benson said the University is "very excited to work with Bullhorn, given their ties to this part of the state and that some of their employees attended EKU and know the institution very well. While they understand our target audience, we will push them to broaden our base and expand our reach and reputation. Great things are ahead for Eastern."

A new brand platform and subsequent integrated strategic marketing plan "will serve as the foundation for our effort to define and advance the University brand," Cason said. "We also expect the focus and energy we generate via this campaign will enhance our recruitment and retention efforts and inspire the University community to rally around the values and personality that are distinctly 'Eastern.'"

Bullhorn was chosen after a request for proposals attracted 12 candidates, a group that was narrowed to four agencies that were invited to the Richmond campus to present their vision of a brand development partnership to the EKU community and a Brand Development Advisory Group representing a cross-section of the University.

"One of the reasons I started Bullhorn was to change the way people think about Kentucky," said Brad Flowers, a partner in the firm. "Working with EKU is a great opportunity to do this in a very practical way. The work we will do together will not only benefit our organizations, but will continue to raise the bar for everyone in the state.

"Higher education is rapidly changing," Flowers continued. "We believe that EKU is uniquely positioned to benefit from this changing environment. We couldn't be more excited to retell the story of Eastern to a new group of staff, students and faculty."

For Bullhorn's creative director, the firm's mission stirs memories. Adam Kuhn is an Eastern graduate.

"To say that my years at EKU were transformative is an understatement," Kuhn said. "My experience here laid a foundation – in my eye for design and in my character – that continues to support everything I do. Bullhorn's mantra is 'We do good work for good people.' My fidelity to this is a direct result of what I learned at EKU. I look forward to working with good people, making a difference where I learned, and strengthening the foundation in others."

Bullhorn Creative began in 2008 when Flowers and partner Griffin VanMeter were involved with the same civic projects and decided to start a business together. According to Flowers, the pair flipped a coin over whether to open a pizza place or a branding company.

"We wanted a business that made people's lives better," VanMeter said.

Bullhorn's clients range from small community organizations to Fortune 500 companies.

To see two examples that illustrate the range of Bullhorn's work, visit bullhorncreative.com/triumphs/Russell-capital and bullhorncreative.com/triumphs/community-farm-alliance.

Published on February 01, 2015

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