UMD BrandExecutiveSummaryFinal[1]

UMD BrandExecutiveSummaryFinal[1] -...

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University Marketing and Communications FY11 Brand Campaign 1
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Executive Summary The mission of University Marketing and Communications is to increase awareness,  support and loyalty among constituents who are vital to the University of Maryland's  success. Through a strategic integrated marketing communications, the University will  be recognized as the state and region's greatest asset and one of the nation's finest  public research universities.   We will also lead and provide expert guidance to the  campus community. The University Marketing and Communications Plan is a comprehensive initiative that  develops and implements creative and measurable strategies and tactics in support of  the University’s Strategic Plan.  More specifically, the FY11 Brand Campaign  establishes the following specific goals: Elevate   the   University’s   academic   and   research   reputation   among   targeted  internal and external constituencies; Increase enrollment of in-state high-achieving high school graduates; 2
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Help evolve and expand Great Expectations; Increase and strengthen alumni  involvement and participation. To achieve these goals and to maximize resources, we have identified four primary  target audiences for this campaign: High-achieving high school students; Alumni; Campus community; State and local legislators and officials. Specific tactics and strategies will be developed and implemented for each target group,  and managed by University Marketing and Communications in close collaboration with  other appropriate campus departments. Messaging MESSAGING GUIDELINES Messaging through all campaign materials will be consistent and will be developed to  engage the target audiences.   Based on numerous focus groups, peer review and  working group analysis, the following clear positioning statement will serve to anchor  and focus our messaging priorities: 3
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The University of Maryland, a premier public research university, exemplifies  excellence by leveraging its unique location adjacent to the nation’s capital to  address the great societal issues of our time, and by demonstrating innovative  thought and global leadership in all areas of academics and research.   Impact is  made bigger here. Though there will be opportunities to deploy several messages, the following seven  messaging priorities represent the main themes of the brand campaign.  They represent  the sweet spot of intersection between University  excellence, and topics of broad  appeal to our target audiences. The University of Maryland is a leader in research into  
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UMD BrandExecutiveSummaryFinal[1] -...

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