UHart
Marketing and
Communication
Rebranding
Plan 2014

Craig Campbell
Marketing Management 618
Term Paper

Table of Contents Executive Summary 3 Situational Analysis 5 What is the tone of the brand? 5 Why are we communicating? 5 Who are we talking to? 5 What is our message? 5 What should they feel? 5 Why should they believe us? 6 Integrated media - Brand Concept Visuals 6 Recruitment Pieces 7 SWOT Analysis 7 References 8

Executive Summary
Fifty-seven years ago a special act was signed that merged the Hartford Art School, Hartt College of Music, and Hillyer College to form what we know today as the University of Hartford. Shortly thereafter the first students stepped foot on the University of Hartford’s 350-acre main campus that includes parts of Hartford, West Hartford, and Bloomfield, Conn. Over the years the University has grown to be known as a school that has exceptional faculty and offers a special student experience charged with diversity in its programs, activities, and student body. This has not changed over the years. The University of Hartford continues to provide a strong, educational experience for its more than 5,000 undergraduate and 2,000 graduate students, and the faculty has maintained demanding instruction as well as research, performance, and internship opportunities in more than 80 degree programs from the arts to engineering and technology. With students from 48 states and 63 countries, we are also now a university for the world.

With all these accomplishments, what hasn’t ever quite been accomplished with any measurable level of success has been a unified brand for the University. Each school and some large departments have established their own marketing approaches of their own. Deep ties to their interests, purpose, and donor base have assisted in guiding their marketing efforts. Over the past couple of years enrollments have declined, driven by an economic downturn and perception that it isn’t worth it, the University has started to take some drastic measures to retain long term viability. Market research has shown that enrollment increases when a University’s identity is unified across a campus, with everyone speaking the same language. “Brand identities, such as a perception of a university being a regional hub with a fantastic student life, resonate with existing students while attracting new ones.” (Neumark, theguardian.com) The brand is how the University can be easily understood, and shared with its constituents, specifically recruiters, prospective students, and parents. The thinking behind the branding will come from a discovery session and then a creative brief will be developed that asks fundamental questions about University contributions and values, and ask why they are communicating to their audiences. Without consensus in the university, branding or re-branding can be ineffective. To help facilitate a coming together by all groups an outside branding agency will be used, with the Office of Marketing and Communication department to assist them. The Executive Director has worked in a marketing capacity for 35 years and is assisted by a Director that has been with the University for over 24 years, and would be the primary points of contact to lead the integration of the new branding. The branding will start with a comprehensive push in all marketing channels, from print to digital media.

Situation Analysis
The new brand is built on the truth that our University is designed to develop distinctive students. It reflects the ever evolving landscape that both our students and the greater University as a whole strive to reach our fullest potential. The University provides a standout, diverse experience reflective of the world and is uniquely brought to those that will make the most out of it.

Why are we communicating?
Like many colleges and universities, the University of Hartford is searching for a way to define its institutional identity, and show how specialized, distinct, and able the University’s offerings are. The University of Hartford must enhance its appeal, and increase awareness across all audience segments.
What is the tone of the brand?
Confident, Forward-thinking, Supportive, Engaging, Energetic, Creative, Quirky

Who are we talking to? * Prospective * Current Students * Parents * Alumni & Donors * Faculty and Staff

What is our message?
The University provides a strong, diverse experience. It is reflective of the world. Those have the opportunity to grow and make the most out of their college experience here.

What should they feel?
They should feel empowered and confident. The University of Hartford will welcome student and help them discover their path to becoming successful.

Why should they believe us?
Academic programs and curriculum are continuously evolving to meet the demands of today’s real world jobs and experiences. Barney student experiences lead to success by achieving goals at all levels; Hartford Art School’s applies the power of design to bring positive change to communities around the world. Unique majors (orthotics and prosthetics, environmental studies, acoustical engineering) are based on new technology of today and tomorrow. Inter-disciplinary studies between schools provide real application, and allow students to explore and find a path to who they want to be.

Professors, advisors, and staff have a teaching philosophy where they share accountability with their students’ performance and failures. There is proactive and personal engagement with each student, providing a high level of support and motivation. Teamwork amongst majors, programs, and schools is encouraged, and is part of life and helps drive success.

The University of Hartford has a strong, diverse population that is similar to the real world, and provides students with an informed perspective and adaptive outlook on working together. With such a dynamic range of student backgrounds, the University of Hartford is inclusive amongst New England schools.

Surrounding environment supports University of Hartford students in the CT area, and beyond. They have affiliations with the Hartford Public School system, and the Saint Francis Hospital and Medical Center, benefitting learners, researchers, practitioners and patients. It is close in close proximity to major cities and provides internship opportunities with well-known, respected companies, such as ESPN, Sony, CIGNA, and many more.

Integrated media - Brand Concept Visuals 1. Campus banners 2. Viewbook a. There is more than just grades here b. Each school has their own stories c. Memories continue outside of class, and becoming more of adults 3. Acceptance package - life is a layering process, with failures and trying again. 4. College fair booths - shows majors, location, and identification statements 5. Travel piece - how do we tell people how we are distinctive? Loaded on an iPad for recruiters and put in locations parents and prospective students can see them.

Recruitment Pieces

* Athletic Banners * Bates House Renovation * First impressions (strong use of visuals) * Social Media * Tours

SWOT Analysis

Strengths * Is a well know entity in the Hartford area * Music and Art are very strong programs at the University of Hartford. In fact it is one of the best in the greater Hartford area. Acoustical Engineering and Music has the reputation of being one of the best in the country. * Master of Illustration that is taught by artists all around the world * For a small private University there are a large number of majors. Undergraduate has 84 and graduate has 38. In comparison UConn offers 102 undergraduate majors and 75 graduate majors, but is 4 times the size of UHart. * Fully online master programs * Many faculty who are leaders in their fields

Weaknesses * Disagreement how academia and staff perceive students and the way the University markets itself. Schools resist thinking of themselves as part of a commercial brand * Decentralized marketing – there is not a consistent brand. Certain schools and departments appear to be standalone entities. The Office of Marketing and Communication should be the sole area that decides marketing decisions. * Doesn’t highlight strengths or what makes us unique * Difficult to find information. Architecture of information on the website is not intuitive. In many cases the site is designed for administration, not the visitor. * Has a hard time connecting with students at their level. No strategy to social media and a poor use of video marketing. * No athletic program that the campus community can rally around to build school spirit.

Opportunities * Rebranding the University * The University went through a university-wide restructuring process to streamline our processes and reduce spending. This has made it possible for more financial aid and scholarships for students. * Growing programs that incoming students are interested in (nursing, education, business, engineering, etc) * Partnering with large corporations to help students learn first-hand about types of jobs they may be interested in.

Threats * Close proximity to downtown Hartford where there is a high rate of crime. * Strong competition with other schools in CT * High tuition rates * Weakened alumni body that could translate into few graduates finding high paying jobs.

References

Reynolds, Glenn Harlan, The Wall Street Journal, Degrees of Value: Making College Pay Off, For Too Many Americans, College Today Isn't Worth It, Jan. 15, 2014 10:58 a.m. ET http://online.wsj.com/news/articles/SB10001424052702303870704579298302637802002?KEYWORDS=future+of+universities&mg=reno64-wsj Neumark , Victoria, Guardian Professional, What's in a name? The value of a good university brand, Tuesday 3 April 2012 14.12 EDT http://www.theguardian.com/higher-education-network/blog/2012/apr/03/branding-universities University of Hartford Branding and History website http://www.hartford.edu/aboutuofh/university_relations/office-marketing-communication/branding-uhart/default.aspx http://www.hartford.edu/aboutuofh/default.aspx