Best of CASE District VII Award
 

Institution: Utah Valley University

Title of entry: Utah Valley University Branding Campaign

About this entry: In early 2023, Utah Valley University (UVU) launched the second phase of UVU: A Place for You — a multi-year branding initiative to bolster the university’s image as a progressive, student-centric institution. The branding campaign aims to boost enrollment, reinforce UVU’s role as a major contributor to the state’s workforce, assure policymakers that we are meeting our mission, and build bridges with potential donors.

UVU: A Place for You echoes our aspiration to be an inclusive campus where, as an open-admissions university, we welcome all students and help them pursue their dreams.

In 2022, we launched phase one of the campaign, focusing on breadth and demonstrating UVU’s brand in three messaging pillars: student potential; flexible, relevant approach; and high return on investment. Phase two built on phase one by adding depth to each pillar and leveraging the university-wide brand in all seven of UVU’s colleges and schools.

The multifaceted brand campaign includes on-campus environmental installations, ads on buses and commuter trains, social media content, video stories, an aligned annual report, web presence, digital billboards, and billboards along Interstate 15.

The Impact:
Fall 2023 enrollment increased by 3.6% from 2022.

A community survey by an external marketing firm showed that UVU’s reputation score increased in one of our core service areas by 5% over three years. It also showed that community members’ willingness to advocate for UVU increased between 7% and 16%, depending on geographic region.