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Nearly a year ago, MarComm began engaging in a consensus-based, multi-year, multi-phase project to refine and refocus ���app’s brand. The aim of the strategy is to impact the University’s reputation, recruitment, and ultimately, revenue. Phase I of the project focused on initiatives rooted in broad market research and revealed significant insights into ���app’s personality traits, how we’re perceived in the marketplace, and how we stack up against competitors. We were also able to develop targeted messages and prospective student personas to support undergraduate recruiting. More than 1,600 ���app voices—students, faculty, staff, and alumni—helped to inform this work.

We’re currently in Phase II of the strategy, which includes four primary initiatives focused on establishing the foundation for our brand for years to come as well as providing the initial external introduction to the ���app brand through a multi-prong advertising campaign, targeted to launch in August 2021. To accomplish a large volume of work in short period of time, MarComm has convened several working groups comprised of marketing and communication professionals across the ���app community to focus on the four primary initiatives: 1) strategic messaging development; 2) “For the Difference” advertising campaign; 3) visual identity refinement; and 4) a campus toolkit—focused on making ���app’s brand easy to understand and easy to use for all.

���app’s brand is our collective responsibility. As we roll out our refreshed brand strategy, we will share it in phases with a variety of specific stakeholders. Over the last several weeks, Renea Morris, vice chancellor for marketing and communications, met with several University stakeholder groups to share the rollout plan and timeline.

Additionally, early deliverables from the work groups will be reviewed by focus groups that will include select university stakeholders—staff, faculty, alumni, and students—for feedback and iteration to ensure an authentic presentation of ���app’s brand to the market. Below is a brief overview of each work group, which includes the timeline, purpose, and key deliverables anticipated.

Strategic Messaging Development

“For the Difference” Advertising Campaign

Visual Identity Refinement

Campus Toolkit