The 
Campaign: Phase II
A Communications Program That Positions the University of Tennessee, Knoxville To Internal and External Audiences
Background
- Future campaign officially launched, 2006
- Intent: To reinforce and dramatize the concept that the university is critically and essentially tied to the future success of the State of Tennessee, the nation and the world-at-large
- Future “mark” established and introduced across all communications
- Over next year and a half, “viral marketing” launched and supported, using “UT” as the highlighted part of words that help spell out a positive future for the university and our place in the world community
- Communications--in look, tone and feel—begin positioning UT as an innovative leader in higher education in the pursuit of four critical goals
- To recruit the “best and brightest” students and faculty
- To increase the support of graduates in public and private sectors
- To create a clear link between the success of UT and the success of our state
- To enhance UT’s place in the national consciousness
Measurements of Our Success So Far
- Improvement in statewide image surveys regarding UT’s programs and quality
- Increases in regional and national media coverage
- Dramatic increases in student applications—particularly in high-quality diverse-background student applications
- Increase in private support for the institution tied to the launch of a strategic communications plan for alumni and development
- A change in the culture of UT’s communication units, leading to a near doubling of the number of publications produced, peer recognition of improvements in quality, improvements in the university’s web presence and overall content management system.
Phase Two Objectives
- To enhance the positive momentum set out in the establishing phase of “The Future” campaign
- To develop a richer and richer context in support of UT Knoxville as an innovative leader in higher education
- To raise awareness of UT Knoxville, nationally, as a confident, inventive, multi-faceted institution making its mark on the larger world stage
- To seriously impact the excellence of incoming students and faculty
- To heat up the outcomes we’ve already achieved
- To establish a distinctive, and unforgettable, brand personality with long-range application
- To strategically reinforce the Campaign for Tennessee
Broad Vision and Positioning
The University of Tennessee, Knoxville =
A resourceful, innovative leader in higher education in our nation.
Supportive Core Values
- Multi-cultural diversity, on all levels and in all contexts
- Openness and opportunity (a Land Grant university)
- A research-driven shaper of the future
- A dedicated performer of outreach and service (volunteerism)
- A globally-tuned in and accomplished player
| Goals |
Targets |
- Recruit the best and brightest
|
- High school juniors/seniors
- College advisors
- Families of prospective students
- Current UT students
|
- Increase support from grads in public and private sectors
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- Older UT alums, particularly baby boomers
- Newer UT grads, under 50
|
- Create a clear link between success of UT Knoxville and success of state
|
- UT alumni
- Tennessee state officials and legislators
- Engaged donors, especially in Tennessee
|
- Enhance UT Knoxville’s place in the national consciousness
|
- Colleges and faculty at other universities
- Significant media and opinion leaders with nat’l audiences
- Prospective students and prospective faculty
- UT Knoxville administration and faculty
|
Stance for Future Campaign, Phase Two
Imagine a better future.
Then do something about it.
Rationale
- It communicates on a highly personal level
- It’s inspirational
- It beautifully represents the working philosophy
of every college, department and aspect of UT Knoxville
- It totally supports the idea of an innovative leader.
