This document provides a marketing review and proposal for the University of Nebraska at Kearney (UNK). It summarizes the status of UNK's marketing from 2005-2011, including launching an identity project, branding campaign, and increasing student inquiries. It also outlines strategic analysis conducted, including focus groups and surveys to understand perceptions of UNK. Excerpts from students, faculty, alumni and a comparison of current vs. ideal UNK visions are presented to inform moving marketing forward. The goal is to increase student prospects and enrollments through improved awareness, support and reputation of UNK.

1. A Marketing Review
Status of Marketing at UNK and
A Proposal for Moving Forward
Presented to
Enrollment Management Council
By Curt Carlson, VCUR and Chair of Marketing Team
May 19, 2011

2. Situation in Summer‐Fall, 2005
• UNK Strategic planning underway
• “Don’t Forget Kearney” campaign
• Varner Hall research: 35% no knowledge of
UNK
• “New” website not satisfactory according to
students and faculty

7. 2005‐2006
• University Relations Advisory Committee
• Consensus decision to create new campus icon, a
la UNL’s “N”
• Launched year‐long campus‐wide branding
project
• URAC selected Malcolm Grear Associates
(Providence, RI) to conduct research, design
graphic standards and campus icon.

8. 2006‐2007
• UNK Strategic Plan, Phase I completed: Included
Goals to:
– Continue to improve UNK marketing
– Promote UNK strengths
– Increase visibility in areas where populations are
growing.
• Marketing Advisory Council established in
January, sets goal of advertising campaign for
year

9. 2006‐2007
• Statewide broadcast‐print‐outdoor ad
campaign launched in February‐March
featuring theme of “Scholarship,
Achievement, Community” using the tagline,
“Choose Nebraska‐Kearney.”
• Campaign also featured UNK‐branded station
ID’s in Lincoln and Omaha.

14. • Insert visual here of station id slide from
10/11 campaign

15. 2006‐2007
• UR Phase II Strategic Plan, top priority
initiative: To develop a coordinated university
marketing campaign designed to motivate
prospective students and their influencers in
all categories of enrollment to inquire about
UNK and formally enter the prospect pool.
• Goal to increase from 8,000 to 10,000

16. 2006‐2007
• Concluding
Report of First
Phase of UNK
Identity Audit
and Analysis

17. GOALS AND VISION
• UNK wants to become a “destination
institution” not only for Nebraska residents,
but for those in neighboring states, across the
country, and indeed around the world.
• UNK plans to stabilize growth, steadily
increasing enrollment and attracting the
highest quality faculty to live and work in
Kearney.
• Successfully compete for funds in both the
University of Nebraska system and the
greater civic arena.
• Elevate UNK’s reputation in terms of
academic excellence, achievement, quality,
and community.
• The identity should clearly distinguish UNK —
within the NU system and among the top
institutions of higher education across the
region.

18. OBSERVATIONS AND ASPIRATIONS
• UNK should become an international focal point
for academic and cultural exchange. By
enhancing UNK’s public perception and
awareness, Kearney’s geographic location would
become less of an obstacle, and more of a valued
asset.
• UNK should certainly build upon its history for
producing outstanding teachers, while at the
same time, broadening its reputation to include
leadership and achievements in research,
technology, business, art and design, athletics,
community service, professional placement and
other relevant areas.
• As growth occurs UNK must maintain the high
standards and the personal, hands‐on
characteristics of the UNK educational
experience. These qualities are core to UNK’s
identity, and they must be guarded even as
change is achieved.

19. BRAND NAMING RECOGNITION
• A critical part of this process is understanding
how people (i.e. students, parents, faculty,
and the general public) commonly refer to
the University by name. We agreed that the
existing formal name, University of Nebraska
at Kearney, remains the most appropriate
name for the University, especially at it
relates to the existing University of Nebraska
identity system. However, in the development
of the campus icon, it is important to consider
how people most often identify the University.
Through our discussions, it is clear that the
initials “UNK” have become synonymous with
the University of Nebraska at Kearney. There
seems to be a certain level of recognition in
this short and easy‐to‐recall name. There is
also a strong affinity for the athletic mascot,
the Loper, within the UNK community and we
will consider how it can relate to the new
icon.

20. COLOR PALETTE
• There is agreement that the color red
“belongs” to the University of Nebraska at
Lincoln (i.e. “go Big Red,” etc.). UNK has a
strong investment (through its history,
athletics, and ties to Kearney) to its blue and
yellow (sometimes gold) colors. We intend to
work with these colors and may refine their
recommended use and/or extend the palette
to include a family of colors to support the
UNK campus identity.

21. MARKETING UNK
• It is understood that UNK is developing a
more comprehensive and effective marketing
strategy. The UNK campus identity will
provide the essential tools for communicating
the University’s brand. To aid in the success of
this effort, it is critical that UNK’s new campus
identity be represented in a consistent and
coherent manner. Therefore, previous
identities (in most cases) should be replaced
by the new campus identity and system.
• As marketing campaigns surely evolve over
time, the UNK campus identity must have the
visual and intellectual strength to work in
every situation.

22. 2007‐2008
• Work begins on new campus icon and graphic
standards—Malcolm Grear
• Randy Mattley begins work at UNK as Director
of Advertising and Creative Services
• New campus icon unveiled March
• Graphics Standards manual released

28. TitleSlide

29. Building UNK Brand
Building UNK’s Brand: THE FUNDAMENTAL CHALLENGE
• Who are we? Can our audiences identify the UNK brand
and associate it with UNK’s strongest attributes?
• What is UNK? What is the range of tangible and intangible products
or services we provide? (Degree, education)
• Why does anybody care? How do we associate the UNK institution
and product with meaningful benefits? (Knowledge, career, ideals)
• Why would audiences support UNK? How can we convert brand awareness
into loyalty and active support? (Enroll, donate, engage, recruit)

30. Marketing Initiative Goal
Marketing Initiative Goal
UNIVERSITY OF NEBRASKA KEARNEY
Increase broad‐based awareness and support for UNK that
will result in a total of 10,000 qualified student prospects
entering the admissions pool for fall, 2009 and an additional
5,000 by fall, 2010.
Note: latest figures show number of student inquiries are up
+10% over this time last year and +20% over 2009.
Fall 2011 Fall 2010 Fall 2009 Fall 2008
10,287 9,353 8,557 7,559
as of 05/05/11

31. So We Begin To Search
So we begin the search
for words and images to capture who we are
and what makes us special

32. Strategic Analysis 1
Strategic Analysis
To Determine
‐ People's ideas/awareness of UNK
‐ People's vision of what UNK can be
‐ What matters to Prospectives in their decision‐making process
‐ Why some chose UNK
‐ Why some didn't choose, or didn't stay with UNK
‐ How and What we are doing well, and How/What
we should do differently

33. Strategic Analysis 2
Strategic Analysis
Conduct face‐to‐face Focus Group research with
‐ Faculty
‐ Staff
‐ SAE attendees
‐ Current students
Conduct Online surveys through OpiniO to Staff, and any faculty
on‐campus or accessing email over the summer
Alumni
Influencers: high school counselors, principals, chamber membership,
legislators and elected officials, other opinion leaders‐‐from across the
state

34. Students Talk
Students Talk
“UNK is amazing, but often overlooked.”
“UNK is the kind of university for small people to do big things.”
“UNK is the kind of university for working class families’ children to
attend.”
“When I think of UNK, I think of my new home.”
“I transferred to Kearney from a big school in a big city. I soon
discovered the ‘glitter’ wasn’t so bright on the glamour side. Forget the
glitter and glamour; UNK offers the freedom and community to develop
your fullest potential. You Can Shine at UNK.”

35. Faculty Perceptions
Faculty Perceptions
“Kearney is a great town and the university has a great relationship with the
community. I think we have a good balance as far as our workload goes. A strong
emphasis is put on teaching, but we also have the ability to be involved in research
and service. UNK offers a very supportive and rewarding environment.”
“Here, we talk about and enact experiential learning.”
“UNK students are successful because they get a lot of personal. Students who are
familiar with larger institutions are amazed at the level of accessibility of faculty here.
Just caring for the student—that’s part of the culture here.”
“UNK creates a really strong value proposition for our students. When you look at
what our students have to pay and what they get, it’s an amazing value.”

36. Alumni Impressions
Alumni Impressions
“I chose UNK because of its size. I knew I would not be just another number
in classes that were too big. I received one‐on‐one instructuion regularly
throughout the different stages of my training and obtaining licenses. I
spend most of my time up in the air, but at UNK, I had an educational
experience that was really down to earth.”
(Avation graduate, now a flight instructor and corporate pilot)
(from first You Can commercial spot)
“Our president is a graduate of UNK and has been with the company 37
years. Our vice‐president is a graduate of UNK and has been with the
company 28 years. Many of our management, and employees, are very
capable and successful alumni of UNK.”
(Business graduate, now District Manager, Buckle Corp.)

37. Current UNK. Ideal UNK
UNK is a solid university, but aspires to more
imaginative and bold thinking
Current UNK Ideal UNK
• Hardworking • Nationally distinctive
• Provides opportunity • Reputation for academic
excellence
• Rural Nebraska focused
• Nebraska’s finest
• Second tier university
• Multidimensional learning
• Traditional curriculum
Environment
• Valued in community
• Growing pride and support
• Competitive athletics from Kearney

38. Brand Architectures 1
Brand Architecture
Position
Value
Statement
Results
Student Residential Ideal Size Engaged
Focused Campus Campus Faculty
Experience Scholars
Strong Work Undergraduate International Academically
Attributes Ethic Research Experience Rigorous
Compassion: Part of NU Distinguished Extraordinary
One‐on‐one System Academic Community
Programs Relationships

39. Brand Architecture 2
Brand Architecture
Position
Value
Statement
Quality of Life,
Results Students Who Succeed Now and Later Loper Pride
Student Residential Ideal Size Engaged
Focused Campus Campus Faculty
Experience Scholars
Strong Work Undergraduate International Academically
Attributes Ethic Research Experience Rigorous
Compassion: Part of NU Distinguished Extraordinary
One‐on‐one System Academic Community
Programs Relationships

40. Brand Architecture 3
Brand Architecture
Position
At UNK, people matter. Learning matters. We believe our students can and will achieve anything they set out to do. We
believe the campus environment, a highly supportive faculty and staff, and UNK’s location in the heart of a region that
Value values hard work and integrity is reflected in the pride graduates have in their university, the compassion they show for their
fellow human beings, and the driving ambition they have to help make the world a better place. Inspired by a faculty of
Statement scholars, thinkers and doers, and a heritage of pioneer achievers, UNK students know they can do or be anything.
Quality of Life,
Results Students Who Succeed Now and Later Loper Pride
Student Residential Ideal Size Engaged
Focused Campus Campus Faculty
Experience Scholars
Strong Work Undergraduate International Academically
Attributes Ethic Research Experience Rigorous
Compassion: Part of NU Distinguished Extraordinary
One‐on‐one System Academic Community
Programs Relationships

41. Brand Architecture 4
Brand Architecture
Position You Can (Do Anything) at UNK
At UNK, people matter. Learning matters. We believe our students can and will achieve anything they set out to do. We
believe the campus environment, a highly supportive faculty and staff, and UNK’s location in the heart of a region that
Value values hard work and integrity is reflected in the pride graduates have in their university, the compassion they show for their
fellow human beings, and the driving ambition they have to help make the world a better place. Inspired by a faculty of
Statement scholars, thinkers and doers, and a heritage of pioneer achievers, UNK students know they can do or be anything.
Quality of Life,
Results Students Who Succeed Now and Later Loper Pride
Student Residential Ideal Size Engaged
Focused Campus Campus Faculty
Experience Scholars
Strong Work Undergraduate International Academically
Attributes Ethic Research Experience Rigorous
Compassion: Part of NU Distinguished Extraordinary
One‐on‐one System Academic Community
Programs Relationships

42. Dissecting The Position
Dissecting The Position:
You Can (Do Anything) at UNK
Students Matter Achieve Gateway to the world
UNK Empowers Create Path to Success
Scholarship Excel Your Community
The Drive to Learn Research
Shine
Study
Lead
Thrive
Engage
Perform

43. Bringing The Brand To Life
Bringing The Brand To Life
Development of a new integrated marketing initiative
• Introduce the university’s new positioning
• New icon and graphic identity
• New messaging and “bumper sticker” theme
• Reinforce the new positioning over time

44. Creative Samples 1
Bringing The
Brand To Life

45. Creative Samples 4

46. Creative Samples 2
Bringing The
Brand To Life

47. Creative Samples 3
Bringing The
Brand To Life

51. Creative Samples 5
Bringing The
Brand To Life

52. The Strategy
The Strategy
Paid advertising PLUS…
• Website
• Earned Media
• Publications
• New Media
• Community Relations
• Word of Mouth

53. 2008‐2009
• Conduct research and creative process to
develop messaging
• Introduce “You Can . . .at UNK” theme and
campaign using print, broadcast, outdoor,
direct mail
• Begin highly targeted ad campaign on
Facebook

57. 2009‐2010
• Build on “You Can” theme in Omaha with “180
on I‐80” campaign
• Continue Facebook campaign
• Begin to shift emphasis from traditional
“awareness” advertising to “direct response”
ads

60. 2010‐1011
• Top 10 campaign
• Triple size of advertising commitment to Facebook,
expand beyond Nebraska
• Begin MyMajors.com mobile app campaign in March,
targeting Nebraska, Colorado, Kansas, South Dakota,
Missouri and Texas. Companion magazine, The College
Outlook, distributed in bulk to admissions counselors
at 1,655 high schools in targeted states, plus 50,000
added circulation to MyMajors subscribers.

64. Inquiry Numbers
(students who have shown an interest in UNK)
2011 Fall 2010 Fall 2009 Fall 2008 Fall
10,287 9,353 8,557 7,559
(As of 5/5/11)

65. 2011‐2012
• Conduct robust marketing research (Noel‐Levitz?)to
analyze response to past and present messaging/media
and refine messaging for next ad cycle with prospective
students, parents, and admissions counselors.
• Take full advantage of mobile platforms to directly
increase prospect list
• Grow sophistication of Facebook campaign
• Use variable data tactics to maximum effect
• Add MIAA markets to ad mix

66. 2011‐2012
• Depending upon outcome of research,
continue to refine advertising strategies
• Grow effectiveness of website and video as
marketing tools
• Grow support for non‐traditional student
marketing—international, regional diversity,
out‐of‐state, online, graduate, transfer, etc.

73. THANK YOU!