The branding process

The branding initiative began in the summer of 2011 when UAA partnered with the Nerland Agency to identify how students, faculty, staff, alumni, donors, government and industry partners, and the local community viewed the university. The agency conducted key informant interviews, administered surveys and hosted a series of discussion groups in an effort to gather information regarding people’s attitudes about UAA.

UAA formed a brand development committee that included faculty, student, staff and alumni representation. The committee helped us to determine our target audience, review our research results and hone the brand position statement, brand character and brand attributes.

The Nerland Agency used what we learned from our research as the foundation for developing our brand.

The past 4–5 months have been spent developing the creative execution of our brand, i.e. the concept, look and feel of the advertising campaign.

Brand launch, Feb. 16-22, 2013

A “street team” of brand ambassadors will host tables at locations throughout campus to provide information about the new brand. Throughout the week, there will be games, giveaways and special activities to celebrate the launch.

After the launch

A Brand Implementation Committee made up of representatives from across campus will be responsible for longer term launch activities slated to run throughout the spring 2013 semester. The committee will help build awareness of the new brand on campus and beyond.

So you say you’d like to help… Great!

It will take continued collaboration to fully implement the brand across campus. Many people have already been involved in shaping the development of the new brand through participation in a focus group or completing an online survey. Internal support for the brand is paramount in order for all of us to “own” the brand. We are all UAA, and we are our best ambassadors! Learn more about how you can get involved by contacting the Office of Advancement at (907) 786-4847 or email uaa_news@uaa.alaska.edu.