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Creating a Clear and Compelling Identity for UMass Amherst

January 21, 2010

Our goal of moving this institution to the upper echelon of great public universities requires a collaborative, ongoing, campus-wide effort.

Building a compelling identity for this University is a critical consideration in this continued effort. When the University of Massachusetts Amherst evokes a unique and competitive identity both internally on campus and in the minds of our external constituencies, then we will truly gather momentum in our upward trajectory.

Over the past months, we have conducted extensive research to ascertain the challenges of perception specific to our campus. This research lets us understand how we are currently perceived, allowing us to effectively address misconceptions and build on strengths.

This research yielded a clear message: while our image has improved in recent years, the University of Massachusetts Amherst is not yet perceived as the academically strong institution which we know it to be. We must, then, resoundingly and consistently deliver the message that we have world-renowned faculty who are conducting cutting edge research, and teaching the brightest students in our history. Today, we share the basis for that strong identity and the messages, images, symbols, and stories that make UMass Amherst such a fine institution.

How to deliver this message requires some thought. Previous positioning efforts were based on validating our academic strength in direct comparison of those private universities located primarily in Boston. Given the extremely competitive higher education market in Massachusetts and a prevailing perception that private universities are stronger academically than public institutions, simply asserting our academic excellence against these privates does not work. Rather, we must change the terms by which UMass Amherst is judged. Instead of defining ourselves in comparison to private colleges and universities in both the state, and New England, we must clearly articulate our unique strength as a public research university — and the flagship of the Commonwealth — thus removing ourselves from a side-by-side comparison of private institutions and opening up the possibility of defining ourselves through our own real advantages.

Following this strategy, University Relations has developed a brand identity that uniquely describes the University of Massachusetts Amherst as a competitive public research university. This brand identity provides the tools we need to speak about UMass Amherst and position our campus in the upper echelon of national research universities. (See below this email for the link to the UMass Amherst Branding Identity Site.)

While the primary emphasis for this branding identity is student recruitment, the effort extends to our other constituencies as well, including faculty recruitment, donors, alumni, legislators and the public.

In the coming months, University Relations will continue working with schools, colleges and departments on consistent messaging and presentation of UMass Amherst. Over the past ten months, we have made great strides in these efforts, and today I would like to share some organizational changes which will allow for continued success in this area. Following the recommendations of the Taskforce on Outreach and Extension, Outreach Communications and Technology (OCT) will move under University Relations, joining the Communications and Marketing unit. Together, this team of professionals will provide even more support for building a clear and compelling identity for UMass Amherst following these same guidelines shared today. In addition, this expanded organization will allow for additional services to the campus and ensure that all major communication efforts are closely connected, thereby making them even more powerful.

Only through a consistent and collaborative application of this identity campaign will we build a compelling identity for the University, one which does indeed evoke a unique and competitive image in the minds of our constituencies. With this campus-wide effort, our quest to take our place among the upper echelon of public research universities will truly gather momentum.

Sincerely,

Robert C. Holub
Chancellor

UMass Amherst Brand Identity Campaign: www.umass.edu/next