The UA brand

Institutional Marketing strives to strengthen the UA brand on a local, regional and national basis by developing clear messaging, visuals and marketing strategies that covey consistently and powerfully the benefits that UA offers to students, parents, research partners and others.

The UA brand is an intangible asset defined by the expectations people have about us. These expectations are developed over time by what we communicate and what we do each time and every time we interact with a future or current student, parent, donor or other constituent. Every positive interaction strengthens our brand.

Our brand is based in the University's strategic framework:

1. Discovery & Innovation: All that we do to create and to protect new knowledge and technologies.
2. Cultural Enrichment: All that we do to define the cultural well being of the greater Akron region.
3. Community Well Being: All that we do to enhance the general well being of our community.
4. Economic Development: All that we do to enhance the economy of Akron, Ohio, the nation, and the world.

When our branding, our messaging and our visuals are consistent across campus, several desirable outcomes are more likely:

1. Retention and recruitment are enhanced, in part because our unified, clear messages cut through the clutter of marketing messages out there.
2. We underscore our excellence. Clear, unified messaging and visuals signal to prospective students, donors and research partners that our institution, with its great breadth and depth, is well run and capable of meeting their needs.
3. We save time, money and effort when Institutional Marketing helps UA's departments and colleges speak as one.