Goal 6: Develop a strong Brand Statement that can work for student recruitment and research.

The greatest hurdle to attract and retain students to UAHuntsville is the lack of student life. Great degree – but nothing to do on campus. This feeling is also held by our Alumni and affects their affinity to UAHuntsville as well.

After focus group studies, competitor research, and an honest appraisal of our strengths and weaknesses, the branding committee recommends the following:

• Highlight what we do well – education, research and hands-on experiences.
• Establish UAHUntsville as a university that incorporates, promotes and creates technology and technological solutions.
• Promote our connections to the area
• Highlight the local job market and business opportunities
• Promote our small size and interactive academic relationships
• Foster a culture of entrepreneurship
• Offer students a complete academic experience – advising, classroom, internships, and co-ops in a quality service environment.
• Offer students a complete college experience – clubs and organizations, entertainment, formal and informal gathering areas, and engaged and visible Alumni interactions.

The committee believes all of the above values represent our core strengths and desires.

It is the recommendation of the committee that the university considers all the material offered in this plan as a starting place that other committees must address to present a clear and complete picture of UAHuntsville. In the case of developing a value statement the committee offers the following suggestion.

Learn Well Live Well - The Power of Knowledge

The implications of a true brand statement and the commitment required to live our brand is paramount. Building a sense of community, enhancing student life and establishing an emotional and affiliation benefit is critical to the brand we desire to establish.

UAHuntsville requires a statement that causes our audience to ask: Why Should I Care About You?

The concept of learning well and living well was understood and appreciated by high school students, current students, faculty and staff. While the concept of learning well and living well was accepted by all focus groups, concerns were voiced as to exactly what was implied past a degree leading to a good job which leads to a good life.
To some, learning well meant everything from advising to classroom instruction to co-op opportunities. To others it meant that you must apply yourself and take responsibility for the educational opportunity offered. The aspect of living well was understood as far as a job after degree but to entering and current students this idea carried many unforeseen benefits and challenges.

Living well to high school students meant living in very nice residence halls away from parents and enjoying student life. Living well to our current students meant that a complete student experience was expected and desired – yet was the missing component of their UAHuntsville experience. Activities, entertainment, advisors for clubs and organizations, campus Athletics, intramurals, concerts, gathering places, the cafeteria, and internet capability all were mentioned as aspects of a true student life experience.

Next Steps

The arrival of the Director of Communications allows for an additional set of eyes to review and coordinate most of the communications requirements within this document. It is the committee’s recommendation that the Communications Director should be afforded the ability to make the following decisions or recommendations:

• Validate Conclusions – test concepts and arrived assumptions with additional focus groups.
• External Expertise – An external advertising and marketing company should take the conclusions drawn from our material and develop/adopt or change the initial value statements.
• Implementation Plan – Roll out of a new brand identity should coincide with new admissions material. This means all material must be completed by August 1, 2009. Campus signage, way finding guides, and web site should be completed prior to June 1, 2009. New designs should roll out Spring 2009 for campus viewing.
• Brand Management – All UAHuntsville material must carry the new brand identity and message.
• Build Brand Communities – Work must begin immediately with Student Affairs and the Alumni Association to establish affinity events and build student/Alumni involvement.
• Put the Customer First – The development of quality and consistent interactions between our customers and service providers must begin through the Value Chain Committee.
• Branding and the “Power of Ten”

The final goal of this branding initiative is to advance the “Power of Ten” goals established for this institution. This plan touches all of the goals and initiatives. Student growth, internships/co-ops, degree programs, international education and giving depend on sending a clear and concise message of the UAHuntsville experience.

"Power of Ten"

$100 million in annual research expenditures
$100 million endowment
$10 million in annual giving
10,000 students
1,000 co-ops and internships/year
100 Ph.D.s a year
10 new degree programs
1 international campus