University of Vermont
Branding/Image Development
The University of Vermont has had a long-range plan to prepare itself to manage success. Having a fundamental understanding of the essence of branding, the leadership knew that reaching its goals for quality and size required strengthening its infrastructure and preparing faculty and staff to fulfill the expectations of a new generation of students. At the outset, Maguire Associates was hired to help the University make needed organizational changes, implement best recruitment practices, and streamline operations in preparation for handling increased volume.
In 2000, UVM decided it was ready to launch a major branding campaign. Maguire Associates was retained again to conduct an image and identity study, which provided research-based branding concepts and a core messaging system for all schools and colleges at the University. Research results also were segmented by key constituencies to inform target marketing initiatives – particularly among students of color and in-state students. We met with key groups on campus as well as the University’s design firm to help integrate the research findings into a multi-faceted communications strategy.
The University of Vermont is rapidly advancing toward its proper place in higher education as a first-rate public flagship:
- Applications have increased by 59% since 1997 and 42% since 2000, soon to pass the record-setting "public ivy" years. At the same time, the University’s quality indices are rising; last year, SAT scores increased by 12 points.
- Applications from Vermont students are up 28% since 1997 and 21% since 2000. And SAT scores for in-staters went up 17 points last year.
- Applications from students of color have been increasing since 2000, and jumped up 30% in the past year.
The University is working smart, informing communications with market feedback. Word is getting out that Vermont is a university on the move.
Read about Branding/Image Development.