University of the Pacific
Integrated Marketing
University of the Pacific has three campuses in northern California. Its main campus in Stockton serves primarily undergraduate students. The law school is located in Sacramento, and the dental school is in San Francisco. Consensus and a common sense of purpose regarding the institution's overarching identity have been elusive concepts for Pacific across its three distinct campuses. Committed to increasing institutional visibility and in preparation for a comprehensive campaign, the University sought assistance in clarifying the essence of the University's identity and developing a marketing communications plan to deliver Pacific's unifying message to a variety of audiences.
In 2002, Maguire Associates was retained to conduct a comprehensive market opportunity and image study among an array of constituent groups including a cross-section of alumni, current students, faculty, staff, the press, high school counselors, potential employers, and others who have an interest in the success of the University. This effort was the first phase of an identity project upon which the University embarked. The major goal of the identity project was to bring greater clarity and consistency to the University's communications with alumni, potential and current students, parents, friends, and supporters.
Thoughtful analysis of this comprehensive resource of constituent feedback and dialogue across the University community about desired attributes and promises of the institution resulted in the creation of a comprehensive identity system that was rolled out the summer of 2003. In addition, the University was able to establish a set of key marketing and communication themes that represented common values across all constituents, campuses, and programs. These themes were also encapsulated in a definitive statement of the University's seven-year vision, entitled Vision 2010. The research Maguire Associates conducted in 2002 continues to inform and direct decision-making and resource allocation at Pacific today.
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