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Students weigh in on CSU’s ‘campaign green’ color

December 1, 2011

BY Alex McKinley

“O hail the lime green and white” might be the new slogan for Cleveland in the future.
The marketing program at CSU pitched a new color for CSU three years ago. Now that the color has had time to soak in, it’s time to see what the students around campus think of the color.

Universities have a way of attracting students. It may be a fantastic weight room, a new rec center or a stellar sports program. Whatever it may be, students always find something they like before they attend the college of their dreams.

CSU is attracting potential students with a new “lime green” color that was put into circulation with the award winning Engage Learning Campaign in 2008. The color has had time to make students notice it around campus.

“Research shows millennials like and respond to brighter colors/hues. As a result, our particular green (“campaign green”) is extremely popular right now in marketing to millennial and non-millennial (Mountain Dew, Huntington Bank, etc.). In introducing this color we also wanted to freshen the brand by making it more contemporary and signaling to all that change is under way at CSU.” said Rob Spademan, Assistant Vice President for University Marketing and Student Recruitment.

The Stater polled students to see if they like the lime green opposed to the old darker green. About 60 percent said they preferred the old color than the new green. The students say it looks better. This is evident at the bookstore, which only has one gender neutral shirt that is lime green. The bookstore doesn’t necessarily order shirts that are lime green (campaign green) to match the school. The majority of the shirts they have are kelly green.

“The ‘university green’ color is difficult to pair with other colors. It tends to read black and doesn’t match well when used with other colors. It is also viewed as dated and conservative by color experts.

By introducing the campaign green, we are able to create a distinct image for the University and solve the problem of working with the darker, official university green.” Spademan said.

Even though the new color isn’t the most popular with students, CSU had an 11 percent increase in freshmen in the fall.

Even though this minority doesn’t like the color, it seems to be helping CSU grow in student enrollment.