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The Process

In June of 2006, USM’s Board of Visitors set forth this objective for the institution:

Develop a broader appreciation for the University and the need to invest in it for our future. The result: raise our image and improve our reputation, increase enrollment, and increase public and private financial support.

In August of 2006, the Office of Marketing and Brand Management went through an RFP process with marketing firms in Maine and around the country, and in November, USM engaged Educational Marketing Group (EMG) to work with us on creating and implementing an integrated marketing plan. EMG works exclusively with higher education clients, among them, Virginia Tech, Washington State, Clarkson, Dalhousie, and Indiana State.

The Development of USM's Brand

The first quarter of 2007, we 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:

  • Highly engaging, interactive learning
  • Accomplished faculty who are concerned for each individual
  • Motivated community of diverse ages, experiences, and perspectives
  • Connections to the cultural, economic, and recreational opportunities of Portland

EMG made several recommendations:

  • Establish the USM brand identity
  • Define an institutional brand architecture
  • Create a University-wide marketing plan
  • Increase marketing resources
  • Develop a singular position/experience for Portland/Gorham

USM's Integrated Marketing Plan

In June of 2007, the integrated marketing plan was delivered. The plan outlines three goals, with benchmarks:

  1. establish an internal understanding of and commitment to the USM brand platform;
  2. increase total applications fur full-time degree programs by 10% from qualified target audiences; and
  3. expand the number of internships, partnerships, etc. with area businesses agencies, and organizations to provide opportunities for involvement to a majority of degree-seeking students.

Ongoing Work

We’re continuing to work on developing new creative material that our undergraduate Admission Office will use to recruit new students; we’re working on a redesigned USM Web presence; and we are working on developing an institutional brand architecture. Our Integrated Marketing Task Force, with representatives from a variety of areas at USM, meets monthly and offers invaluable assistance and feedback in the implementation of the integrated marketing plan.

It’s important, exciting work. We know that speaking in a coordinated and consistent voice, in a way that resonates with our audiences, will ensure the success of this integrated marketing effort.

 

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