University of South Carolina
Fall/Winter 2012
A publication for alumni and friends of the university
USC Times
INTRODUCING OUR NEW Integrated Marketing Campaign
As Gamecocks,
our stories have No Limits.
The USC “No Limits” brand campaign honors the
individuals who work, study, teach and graduate from our
university. Every day, even ordinary circumstances make
extraordinary differences. Through unique encounters
and relationships with University of South Carolina
faculty and staff members, students and alumni, lives are
transformed on campus, throughout the state and around
the globe. No Limits articulates our values, our aspirations
and our personality. As Gamecocks, we are ambitious
and confident, successful and vibrant, and, most of all,
genuine. There are truly “no limits” to what you can
achieve through a University of South Carolina experience.
Above: Amy Woodell, alumna.
Learn more about Amy’s Carolina
experience at sc.edu/nolimits.
University of South Carolina
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University of South Carolina
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Why does USC need a brand?
Based on you We listened to the opinions, ideas and stories of nearly
2,500 students and parents, alumni and state residents, and faculty and staff members.
No Limits is based on what you told us. You generally agreed that USC has
outstanding faculty members, strength in research and successful graduates.
However, you said that we needed to tell those stories in more powerful and
impactful ways. No Limits achieves that.
Brand components
BRAND statements
Ask Luanne
Luanne Lawrence,
Vice President for
Communications
“The University of South Carolina has developed a fine
reputation, particularly around athletics. But our many
audiences — faculty, staff and students; prospective
students; alumni and parents; media; elected officials; and
friends — may not have a full understanding of the university’s academic strengths. The intention of the Integrated
Marketing Campaign is to present USC in the context of
our strengths, particularly framed around the theme of
‘leadership.’ USC is developing a new generation of innovative leaders, and we need to use our branding exercise
to help others understand that critical mission we serve.”
Each statement is a USC
promise to those we serve
every day. It’s our pledge.
How is this different from advertising?
From The President
“During the September 19 State of the University address,
I had the pleasure of introducing Carolina’s first-ever
integrated marketing and branding campaign — No Limits.
“Advertising is a tactic used within the
context of branding. Branding is really
the broad discussion with our audiences
about the university’s uniqueness —
its ‘promise’ of what it delivers. We use
advertising as a way to tell the story of
the brand, but it is only one tool we use
in the overall strategy.”
Much more than an advertisement or a slogan, No Limits
defines the individuals who work, study, teach and graduate from our university. It celebrates who we are and how
we express ourselves. Today, I ask for your participation in
this important initiative by sharing our university’s unique
stories with family and friends. Because, as Gamecocks,
SHARE YOUR
NO LIMITS STORY
As a graduate, friend or parent of the University of South
Carolina, you’re part of an ever-growing family of dynamic leaders using their USC experiences to change the
world around you. Visit the No Limits website to see how
Gamecocks are making a difference, and you’ll discover
we realize that our journey has absolutely no limits.”
there are no limits to what we can achieve. Then take a
— President Harris Pastides
moment tell us your no limits story at sc.edu/nolimits.
Where you’ll see No Limits
Brand Photography
Print advertisements, banners and even T-shirts are just a few
places you’ll immediately see the brand. In the months to come,
billboards, the Internet and areas throughout the state will feature No Limits components.
Life happens. Our photographic style tells
Carolina’s story in unexpected ways. Our
pictures make you stop, look twice and
think. They show life uninterrupted.
Text
We are all special — unique
in some way. Each No Limits
story is also unique. Each
is a personal journey that
is poignant, confident and
genuine. It’s written in a
vibrant, conversational tone
for readers to embrace.
Tail feathers
The feathers symbolize our passion
and reflect the vitality in all we do.
T-shirts
University logo
The logo shows our heritage
and the statewide impact of
our eight-campus system.
Feather curves
Billboards
The curves are a stylized representation of the tail feathers.
Visit our website to learn even more! sc.edu/Nolimits
USC Times
FALL/WINTER 2012
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USC TIMES
Vol. 23, No. 16 | FALL/WINTER 2012
This special edition of USC Times
was published for alumni and friends
of the University of South Carolina by
the Division of Communications.
Managing editor: Liz White
Designer: Linda Toro Dodge
Contributors: Peggy Binette, Craig
Brandhorst, Frenché Brewer, Glenn
Hare, Thom Harman, Chris Horn,
Page Ivey, Steven Powell, Megan
Sexton and Marshall Swanson
Photographers: Linda Toro Dodge,
Michael Brown and Kim Truett
To reach us: 803-777-2848
or lwhite@mailbox.sc.edu
Campus correspondents:
Patti McGrath, Aiken
Candace Brasseur, Beaufort
Shana Dry, Lancaster
How long will the brand initiative last?
McKissick Banners
Jane Brewer, Salkehatchie
Becky Bean, Sumter
Tammy Whaley, Upstate
Terry Young, Union
“Brand campaigns change every 3-5 years. We will measure the
success of this campaign in three years and compare the data to
the research we conducted prior to the campaign’s introduction.
That data, which will tell us how much we have enhanced the
reputation of the university, will help us decide the duration of
the new campaign.”
— Luanne Lawrence
The University of South Carolina does not
discriminate in educational or employment
opportunities or decisions for qualified persons on the basis of race, color, religion, sex,
national origin, age, disability, genetics, sexual
orientation or veteran status.
Share YOUR PRIDE
No Limits is about you and your experiences on and off campus. It’s about
your time at USC, a new career, service to the country or your community.
It could be a special day on the Horseshoe or a life-changing moment.
No Limits is Gamecock pride! Tell us your story.
Do university alumni and friends
have a role? How do we fit in?
“It is important for all who have studied
at the university to share their pride
about their achievements and the
achievements of this great university. ”
— Luanne Lawrence
sc.edu/NOLIMITS