ANCHORAGE, AK—This week UAA celebrates the launch of its first brand campaign—one that aims to increase the visibility of the quality research and teaching happening at Anchorage’s hometown university. “Amazing Stories Being Written Every Day” highlights the accomplishments of UAA’s students, faculty and alumni through a statewide television, radio, online and social media campaign. UAA’s Amazing Stories can be seen around campus on light pole signs, interior and exterior building banners, shuttle bus wraps, on t-shirts, and through Feb. 23, on a large-scale projection on the south side of the Wendy Williamson Auditorium .
The branding initiative began in the summer of 2011 when UAA partnered with the Nerland Agency to identify how students, faculty, staff, alumni, donors, government and industry partners, and the local community viewed the university. The agency conducted key informant interviews, administered surveys and hosted a series of discussion groups in an effort to gather information regarding people’s attitudes about UAA.
UAA formed a brand development committee that included faculty, student, staff and alumni representation. The committee helped us to determine our target audience, review our research results and hone the brand position statement, brand character and brand attributes.
The Nerland Agency used what we learned from our research as the foundation for developing our brand.
The past 4–5 months have been spent developing the creative execution of our brand, i.e. the concept, look and feel of the advertising campaign.
UAA developed our brand to help proactively manage people’s perceptions of UAA by providing an authentic description of who we are as an institution, rather than leaving perception to chance. UAA’s brand differentiates us university from other educational institutions, and helps us articulate our value and our contributions to Anchorage, to Alaska, to the nation and beyond.
To view UAA’s current Amazing Stories television commercials, visit http://www.uaa.alaska.edu/brand/amazing.cfm .