Campus Connection

[caption id="attachment_17722" align="alignnone" width="770" caption="An updated wordmark and new university logo will replace images used since the late ’90s."][/caption]   "Surround yourself with distinction. Surround yourself with UW-La Crosse." That’s the theme of the university’s new branding initiative. The theme, or "tagline," is the product of extensive work conducted over the past year and a half by the University Branding Committee. Formed in the spring of 2011, the 28 members conducted research to develop a comprehensive branding plan. Working closely with marketing classes led by Assistant Professor Ryan White during the fall 2011 and spring 2012 semesters, the team surveyed 10 constituent groups, ranging from students to alumni, and found the following three UW-L characteristics and associations were cited most frequently by all 10 groups: • the exceptional quality and value of UW-L academics • the surrounding natural beauty of the La Crosse region • the strong hometown feel of the local community To make branding efforts successful, University Communications staff has begun introducing the new campaign. With these research results, and marketing recommendations from the spring class, the committee members worked to develop a branding tagline. Three possibilities were tested in focus groups conducted by an outside, independent consultant. The committee also assisted with the development of an updated university wordmark and logo. These new images incorporate the top three qualities mentioned above. Following extensive analysis, along with presentations to all four campus governance groups and open campus forums, the committee recommended the "Surround yourself with distinction. Surround yourself with UW-La Crosse" tagline, which captures the primary qualities a wide variety of people associate with the university. Departments are encouraged to use their existing stocks of printed materials before switching over to newly designed materials. And the new brand identity will be incorporated into the new campus website redesign under development. Faculty and staff are encouraged to work with University Communications staff to reinforce the Branding Committee’s efforts. For further information visit www.uwlax.edu/universityrelations/index.html. “As we enter UW-L's second 100 years as a premier institution of higher education, it's all the more important to begin an overall branding and integrated marketing campaign that enhances our strong position among prestigious Midwestern colleges and universities,” says Chancellor Joe Gow. “In the face of shrinking state support and ever-increasing competition, it's vital to maintain a current, updated brand.”