The University of New Mexico hosts a Brand Rollout event on Thursday, Jan. 21 at 10 a.m. in the Student Union Building (SUB) Ballroom C, exhibiting the new institutional brand concept and the process that led to its development.
In September of 2015, the University contracted with marketing and branding agency 160over90, to better define the institution’s reputation through a university-wide brand strategy initiative. The effort, led by University Communication & Marketing (UCAM), focused on specific goals of elevating UNM’s relevance and reputation, increasing enrollment, and building pride and loyalty among students, faculty, staff, alumni and supporters.
“It is important to point out that this brand was not ‘created,’ it was distilled from the opinions and perspectives the agency heard from the University community. Information was gathered from almost 800 people through focus groups, interviews and online surveys," said UNM’s Chief Marketing and Communications Officer Cinnamon Blair. "The concept themes that were used in the creative and narrative work are a direct reflection of what the agency heard from the people they interviewed.”
The process consists of multiple phases, including the discovery phase, in which the agency analyzed past and current institutional marketing and communication materials, statewide perception research, and academic programs. The Brand Rollout phase will kick off with the January event, leading to more visual implementation across all University campuses throughout spring 2016.
Branding Workshops will be led by the agency in the afternoon to educate University marketing and communication professionals on how to implement the new brand concept into their respective work.
For more information, contact the University Communication and Marketing office at firstname.lastname@example.org or 505.277.5813.