The 
Campaign: Phase II
STAND OUT from the crowd
Communications Goals
Four main communications goals can be drawn from the university’s strategic plan:
- Recruit the best and brightest students.
We encourage high school students, their families, and their guidance counselors to choose
the University of Tennessee, Knoxville, and we help retain students after they choose UT.
- Increase the support of graduates in the public and private sectors.
We address the needs and interests of all UT alumni. Two major focus groups are
baby-boomer alumni and under-50 alumni.
- Create a clear link between the success of UT and the success of our state.
We showcase the accomplishments and benefits of UT, not only to alumni, but also to
state legislators and officials, and to engaged donors, especially in Tennessee.
- Enhance UT’s place in the national consciousness.
We inform others about UT’s forward momentum—prospective students and faculty;
our own students and faculty; the administrators and faculty of other universities; and the media.
Key Messages
Though UT’s key messages will vary by audience and occasion, a few common threads include:
+ UT is a premier public university.
+ UT is a “rising star,” going and growing in the right direction in terms of education,
outreach, and research endeavors.
+ UT has a renowned faculty with
international stature.
+ UT is a research-driven contributor to
the future of our state and nation.
+ UT is a diverse, multicultural community.
