Since early 2005, a campuswide UCR Marketing Advisory Team worked in partnership with the communications and marketing firm Peterson Skolnick and Dodge (PS&D):
- To conduct a market research study
- To develop an integrated marketing program and UCR brand platform that includes
- Key marketing strategies
- Core messages
- A new UCR graphic identity system and campus logo, developed in partnership with the Pentagram design firm.
The research and development process involved:
- Interviews
- Focus groups
- Consultations
- Online surveys
It also involved hundreds of UCR stakeholders, such as:
- Faculty
- Students,
- Staff
- Alumni
- Volunteers.
PS&D helped the campus by:
- Conducting quantitative, qualitative, and comparative research to determine the university's current reputation, its brand distinctions, its challenges, and its opportunities.
- Identifying the UCR brand's core attributes, the university's strategic assets, its current competitive position, and its key audiences
- Recommending marketing strategies based on research results
- Drafting key branding messages
- Recommending ways to support brand introduction and stewardship