Best of CASE District VII Award
 

Institution: University of California, Davis

Title of entry: Equitable Access Digital Textbook Program Brand

About this entry: In support of Chancellor May’s To Boldly Go strategic vision for UC Davis, UC Davis Stores created Equitable Access, a digital-first textbook subscription program. Equitable Access is a revolutionary program that reduces inequity among students by eliminating course material access issues while ensuring that costs are predictable and equal for all undergraduate students. As the first program of its kind, the marketing team was tasked with creating a brand for Equitable Access in order to create a cohesive look and feel for all associated elements throughout the program development and launch. It was necessary to create a brand that could be adapted for multiple platforms and audiences including UC Davis students, faculty, staff, campus leadership, and industry partners. The name Equitable Access was conceived by Stores leadership as an evolution of Inclusive Access, a digital-first textbook program UC Davis Stores pioneered in 2014, which has since been adopted by hundreds of other campuses. The marketing team developed an Equitable Access brand that includes a distinctive logo, striking graphics, photography, and copy that evoke the bold, bright, future-thinking spirit of the program itself. Branded elements were used throughout the marketing campaign in print, web and social media. Through this branding initiative, news of Equitable Access spread throughout campus and the greater higher education community, and UC Davis Stores has once again become a model for campuses looking to adopt a similar textbook subscription program.