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In the first quarter of 2007, the University went through an extensive data gathering process, involving students, faculty, staff, alumni, and University advocates, over 600 people. That process resulted in the development of USM’s “brand platform,” which includes our positioning statement, our promise (brand promise) to our audiences, and our key messages (brand drivers). Our positioning statement, or a concise statement of what USM is and wants to be: The University of Southern Maine is the premier cosmopolitan university of Northern New England. We attract and serve a community of motivated individuals of diverse ages, experiences, and perspectives who seek to enhance their personal and professional lives through engaging, interactive learning. Our accomplished faculty nurture student success by combining academic expertise, real-world insights, and concern for each individual. Our campuses and our communities benefit from extensive partnerships with businesses and organizations throughout the region, and we actively connect faculty, staff, and students with a wealth of cultural, economic, and recreational opportunities in the vibrant city of Portland. We transform the lives of our students by providing them with the knowledge, skills, and capabilities to live rich and meaningful lives, advance in their chosen careers, and improve the communities in which they live and work. USM’s brand promise, or what we stand for: Engaged learning that transforms lives and communities USM’s brand drivers, or distinctive features and competitive advantages:
For more information on the integrated marketing effort at USM, please visit www.usm.maine.edu/publications/integratedmarketing/timeline.html
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