The Reality of Perception.
The Reality of Perception.
Doing Our Homework.
The University of Connecticut knew it needed to reposition itself. So, it issued an RFP for a new institutional branding campaign. Enter Signature Brand Factory. As is our habit, we don’t just start writing copy and designing ads, we do our homework. In this case, we immersed ourselves in everything we could get our hands on concerning UCONN. And then we went a few steps further. We did person-on-the-street interviews, asking a diverse spectrum of Conneticuters a probing question: How do you think UCONN ranks as a public research institution? Most answered between 90 and 100. Interesting, because according the US News & World Report, UCONN ranked 19th.
Making Reality Real Again.
Yes, the campaign had to do exactly that: make the reality real again. And, not only did it have to appeal to the general public, it had to unite a diverse group of employees and constituents of the institution: faculty and students, the administrative staff, the state legislature, alumni, university healthcare workers and staff, among others. So how do we address the perception issue with a campaign worthy of a world-class institution? We literally unleashed a campaign into the marketplace. Yes, that was it. The concept was simple: Unleash. It positioned UCONN as a fount of knowledge, imagination, discovery, creativity and more. All we did was tell the truth!
Big & Bold
A new reality deserves a new identity. To lay the foundation for the new campaign, Signature redesigned and reconfigured the UCONN Logo to develop a bold look that could be expanded across all major departments and branches of the university.
Rules & Regs
But more than redesigning and reconfiguring the logo, Signature issued brand style guidelines, detailing meticulously how the bold new look would be displayed across all the elements of the new campaign.
Deck the Halls.
Of course, it was important that a campaign for such a large institution with tentacles stretching into such a diversity of constituents expand its reach within the state. What better venue to spread the word than Bradley International Airport?
Inside, Outside.
As we were decking the halls for our external constituents, we coudn't forget our internal constituents - our students, faculty, administrators, healthcare professionals and more. So we decorated the campus with posters and banners and even wrapped campus buses, "unleashing" them around campus.
Making Unleashed Athletically Correct.
We also demonstrated how the Unleashed idea could extend to sports (a no-brainer, if we must say so ourselves). The University sported a world class basketball program, both Women’s and Men’s, but really couldn’t match that success in other sports. At Signature, we developed a video to inspire, motivate and provide a vision to alumni, current and prospective athletes and fans.
Making Unleashed Athletically Correct.
We also demonstrated how the Unleashed idea could extend to sports (a no-brainer, if we must say so ourselves). The University sported a world class basketball program, both Women’s and Men’s, but really couldn’t match that success in other sports. At Signature, we developed a video to inspire, motivate and provide a vision to alumni, current and prospective athletes and fans.
Offline, Online.
Of course, we couldn't restrict the entire campaign solely to offline activities, not in the early twenty-first century. So we took it digital - to smartphones, tablets, desktops and everything inbetween.
And, By the Way, It Worked.
The campaign caused all key constituents to see UConn in a whole new light. And then a source no less authoritative than UCONN Today, the institution’s online newspaper, cited the new campaign as a key factor in recruiting world class faculty to the University. Now, that’s how reality becomes perception!
Let Us Help Bring Your Vision into Reality, Too!
No matter what your marketing communications need, we can build it for you.
- Strategic Branding
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Let’s WORK together.
Reach out and contact us and we’ll get to work for your brand as well.
Bruce Staebler | bruce@sig-brand.com | Mobile: 203-317-7663
Bruce Staebler
bruce@sig-brand.com
Mobile: 203-317-7663
Florida | 1241 Ludlum Court, Marco Island, FL 34145 | 203-317-7663
Connecticut | 409 Canal Street, Milldale CT, 06467 | 860.426.2144
email: grow@brandfact.com