Student-centered brand debuts at UNF

Anyone who has traveled to campus recently may have noticed something different at UNF. In addition to thousands of students attending fall classes and new buildings under construction, there is a distinctive new look at the University.

Whether it's the brightly colored banners that line the entrances or a new logo on sweatshirts and t-shirts in the bookstore, the change is unmistakable.

But the visual changes the University has adopted with a new look are only a small part of the unfolding story. The new logo symbolizes a new commitment made to all UNF students.

Earlier this year, President John Delaney accepted the recommendations of the University's Integrated Marketing Team to adopt a student-centered brand for UNF. At first blush, a commitment to students appears obvious for a university. But on closer scrutiny the depth of the commitment distinguishes UNF from any other state university in Florida.

The essence of UNF's commitment to students is captured in the following promise:

At the University of North Florida, students are our first priority.

UNF recognizes that every student is an individual, with different goals, different learning styles and different needs. UNF is committed to offering each student an individualized educational experience made possible by an engaged faculty and dedicated staff. UNF's commitment to individualized attention includes opportunities to participate in life-changing experiences such as internships, study abroad, off-campus programs and dynamic research projects.

This commitment is a bold statement for a University that has grown rapidly in the last decade but has still managed to place an emphasis on its students.

" UNF already has a solid track record of giving students the type of individualized attention that cannot be found at other institutions," Delaney said in announcing the commitment. " At UNF, students are our first priority and if we remain true to that commitment in everything we do, we will make UNF an even better University than it is today."

That commitment is evident in the recently approved budget for the 2005-06 fiscal year, which includes a number of projects to enhance the student experience at UNF.

A few examples:

. In an effort to improve the student/faculty ratio, 36 new faculty positions will be added in the next 12 months. This will reduce the FTE student/faculty ratio from 21 to 1 to 20 to 1 and bring total faculty to about 470 positions. With these new positions, nearly 70 new faculty will have been added at UNF in the last two years. While growing each year, President Delaney has indicated a desire to further reduce the faculty-to-student ratio in future years.

. In an effort to improve the student/advisor ratio, five new positions and two reallocated positions will be added to Academic Advising. This will allow a 26 percent reduction in the student/advisor ratio.

. Transformational learning experiences, a main focus of UNF's student commitment, will receive $200,000 in funding. These funds will be placed in a pool and used to fund a variety of initiatives such as increasing study abroad opportunites.

. An additional $400,000 in recurring funding for merit scholarships has been included in the budget bringing to $800,000 the funding devoted to this initiative. This will enhance UNF's ability to attract more high-profile students to UNF. An additional $247,000 also is being added for additional need-based scholarships.

. About $195,000 in recurring and non-recurring funding is being devoted to the One Stop Shop. This innovative program in Enrollment Services is designed to create one area where students can get questions answered or process routine paperwork without being sent to several different offices.

These changes were not undertaken because of the brand commitment. The changes were in the planning stages before the commitment was even approved and reflect UNF's long-standing emphasis on students. The commitment embraces these programs under a consistent message that resonates throughout the University.

The commitment was a year-long process that involved contact with hundreds of students, alumni, and community representatives as well as faculty and staff. It is a commitment that also coincides with a new strategic plan for the University.

After President Delaney approved the formation of an Integrated Marketing Team, it was decided that the initiative would be more than a just a graphic identity exercise and would be based on solid research at its foundation.

The team was divided into three working groups: the ITN (invitation to negotiate) Group; the Branding & Research Group and the Planning Group.

The ITN Group extended an invitation to negotiate to more than two dozen, state and local public relations firms in February of 2004. In March the responses were opened, and five firms were selected for negotiation. Three of those companies were ultimately invited to make formal presentations to the ITN Group in April. After additional negotiations, the Jacksonville firm of Husk Jennings Galloway + Robinson was selected as the agency of record.

While the selection process was occurring, the Branding & Research Group started work on a comprehensive identity survey. The Public Opinion Research Lab at UNF was retained to conduct an extensive opinion survey. More than 2,000 telephone and mail surveys were conducted. The survey included residents living in nine counties of the Jacksonville and Daytona Beach metropolitan statistical area.

The Branding & Research Group also began developing a series of broad brand concepts. After developing five preliminary brand concepts, two "town meetings" were conducted on campus to obtain feedback from faculty and staff. Subsequently, an on-line survey was posted to solicit opinions and suggestions on the five brand concepts. More than 200 faculty, staff and students answered the on-line survey.

The Branding & Research Group started working with Husk Jennings Galloway + Robinson to organize a series of focus groups. The agency further refined the branding concepts in preparation for the focus groups. Nine focus groups were conducted involving nearly 100 individuals. Three focus groups were conducted with students and prospective students; two with alumni and parents; two with business leaders, donors and media representatives; and two with faculty and staff.

At the completion of the focus groups, Husk Jennings Galloway + Robinson presented its recommendations to the Branding & Research Group. The group recommended a brand concept emphasizing individualized attention and committing UNF to offering transformational learning opportunities. The recommendation was consistent with focus group and survey findings indicating the strongest support for a student-centered concept.

President Delaney accepted the recommendation of the Integrated Marketing Team in February, 2005. Shortly thereafter work started on a rollout plan which culminated with a campus celebration on August 18.

UNF is now involved in a transition period in which the familiar logo with the giant "N" is being phased out. While the old logo may still be visible on buildings and signs for some time to come, the new logo will stand as a symbol of a university that makes students its top priority.

That commitment is reflected in the UNF tagline:

"No One Like You. No Place Like This."