Q: How will the new UCR brand benefit the campus?
A: It is estimated that the average person is exposed to more than 3,000 messages per day, from a combination of radio, television, the Internet, advertising, publications and direct mail. To compete effectively within this crowded marketplace, increasing numbers of colleges and universities are adopting campus-wide integrated marketing programs to build their institutional reputations, to more effectively reach prospective students and their families, and to increase awareness and support among alumni, donors, voters, opinion leaders and potential supporters.
Based on the input of many campus leaders and stakeholders, the new UCR brand platform consists of key messages that highlight our distinctive institutional assets, a new campus identity system style guide that unifies and consistently reinforces our institutional image, and a campus-wide strategic communications plan designed to integrate and guide our long-term marketing efforts.
Read more about this topic at: INSIDE UCR.
Q: How will the new UCR brand affect individual colleges and major units?
A: During the 2006-07 academic year, the Office of Strategic Communications (formerly the Office of Marketing and Media Relations) will begin working with the leadership of each individual school and major unit to develop a customized marketing plan that builds on the campus-wide communications plan.
This collaborative planning process will enable each college to address the unique marketing needs and requirements of its departments, centers and programs while finding new ways to reinforce and enhance the overall UCR campus brand. Starting with a summer pilot project in the Bourns College of Engineering, a model marketing program will be developed for use by other schools and units over the course of the year. Newly re-branded college Web sites, new letterhead and business cards, and customized marketing publications will become available within the next several months.
Q: How will the new UCR brand affect campus Web sites?
A: A campus-wide task force is currently being formed to guide a UCR Web re-branding project. Building on the design elements of the new UCR style guide, the task force will help evaluate and refine the architecture, navigation and look of the UCR homepage and other major campus sites. Templates will be provided to assist staff in updating existing sites, workshops will be held on ways to develop and improve content, and a new Web-specific style guide will provide consistent design standards for new sites. Some initial design changes will be visible on the homepage by September 2006, however the full campus Web design project is expected to take six to nine months to complete.
Q: When can I begin using the new campus logo?
A: The official UCR style guide is expected to be completed and released for general use by the campus in mid-July. This online resource will provide users with digital images of the new campus logo along with guidelines on how to apply the mark in print publications. A separate Web style guide will be developed over the next several months. Watch for updates in Inside UCR and on the UCR homepage, or contact UCR Creative Design Services (ext. 2-5187) for more information.
Q: How long can I continue to use letterhead or publications that carry an old logo?
A: Given the need to conserve campus resources, campus staff and faculty are generally encouraged to make use of existing supplies of UCR letterhead and print materials throughout the 2006-07 fiscal year. By July 1, 2007, all print materials should reflect the new campus graphic identity standards.
If you are in the process of developing materials for use during the summer months, continue to use existing campus logos as needed. Once the official UCR style guide is released to the campus in mid-July, we encourage the use of the new campus logo and graphic identity standards on all new materials. Watch for updates in Inside UCR and on the UCR homepage, or contact UCR Creative Design Services (ext. 2-5187) for more information.
Q: How can I learn more about the new graphic design standards?
A: Watch for information on upcoming workshops that will be offered to campus graphic design artists and campus communications staff.
Q: How can I make use of the new key messages?
A: The key messages designed to support the new UCR brand should be considered broad themes within which many different programs, people and opportunities can be highlighted. They are not designed to serve as advertising slogans or taglines, but rather as the "big ideas" or major themes that distinguish UCR from other institutions.
As you develop copy for new campus publications or presentations, look for ways to illustrate one or more of these major themes in order to help build and reinforce the UCR brand among different audiences. Additional resources are available to assist you through the Office of Strategic Communications.
Q: When can I order new letterhead and business cards?
A: Following the completion and release of the official UCR style guide, watch for a detailed campus announcement about when and how to order new UCR business cards and letterhead through UCR Printing and Reprographics.
Q: How will UCR manage the new campus strategic communications plan?
A: A new Campus Marketing Council will soon be established to represent campus-wide marketing interests and to provide a forum for collaboration and discussion of current marketing and promotional efforts. The Council will help develop and implement communications policies and guidelines that support the on-going implementation and evaluation of the campus strategic communications plan. The council will occasionally host forums and workshops on communications and brand management issues for UCR staff and faculty.