August 29, 2003
USM Rolls Out New Communications Strategy
Following nearly two years of development, USM is implementing
a comprehensive marketing plan to more effectively communicate
the reach and depth of its academic programs and community
involvement. The branding initiative is the public component
of the University's push to secure its financial and human
resources, while building a national reputation for regional
excellence.
"We must communicate in a more coordinated, coherent
fashion to help leverage the financial and human resources
needed to sustain our growth and build a national reputation
for regional excellence that's relevant to the needs of Maine
citizens," said USM President Richard L. Pattenaude.
The plan is being implemented using existing marketing dollars,
and will emphasize the ways in which USM offers rigorous intellectual
challenge and professional development to its students, cutting-edge
research, and leadership for the economic and cultural well-being
of the state.
Research conducted in 2001 by Critical Insights, a Portland-based
market research firm, showed that community leaders and the
general public have a favorable impression, but lack an understanding
of the breadth of USM programs, the quality of its faculty,
and its central role in the community. An internal audit of
USM publications confirmed these findings, revealing over
70 separate logos and messages identifying the University's
diverse colleges, schools and programs.
Based on feedback from faculty, staff, students and supporters,
USM, with volunteer talent from the external community, developed
a more coordinated communications strategy for the University,
which includes: development of a new USM logo; articulation
and dissemination of several key "promises" the University
makes to its students and the community; and a blueprint for
helping all colleges, departments, and programs align their
individual communications in support of those promises.
More information is available at www.usm.maine.edu/image.
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