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The survey will come from Lipman Hearne, a consultant that is assisting in UNMC’s efforts to become more strategic in its communication efforts through a branding initiative. UNMC alumni will receive a similar survey.
“This is an important tool as we obtain benchmark data, evaluate potential brand concepts and identify UNMC’s personality traits,” said Renee Fry, director of UNMC Public Affairs. “This will point us toward a stronger brand, which will enhance our image, reputation and visibility.”
At the highest level, a brand is the sum total of experiences and interactions that a person has with an institution or company. The UNMC brand is made up of several components, including emotional traits such as its personality and unique characteristics, as well as physical traits such as its graphic identity, marketing and printed materials, signage and Web site. The UNMC branding initiative will address all of these components.
Thus far, Lipman Hearne has made two visits to the UNMC campus, conducted several one-on-one interviews with on-campus officials and influencers throughout the state and nation and has conducted several focus groups with UNMC employees, students and alumni.
Insights gained from these visits and interviews, as well as analysis of the faculty and staff surveys will be used to shape UNMC’s brand platform and strategy moving forward. Development of a marketing plan and creative work will follow later this year and the brand launch is set for next spring. A more detailed timeline will be provided and updated on the UNMC branding Web site.
Faculty and staff may submit questions or forward comments about UNMC’s branding efforts on the branding Web site.
“We welcome comments, suggestions and questions from our faculty and staff about this process,” Fry said. “A successful brand must have internal buy-in before it has any chance for success with external audiences.”
Individuals or groups that are interested in learning more about the branding process should contact Jill Carson at jlcarson@unmc.edu.