Date: Thu, 21 Jan 2010 11:05:51 -0500
Message-Id: <201001211605.o0LG5psf015441@mailster.oit.umass.edu>
From: "UMass Chancellor's Office" <official-chancellors@admin.umass.edu>
To: massmail-l@oit.umass.edu
Subject: Creating a Clear and Compelling Identity for UMass Amherst
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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