The University has recently embarked on an initiative to evolve the University of Hartford’s brand messaging for the future. To achieve this goal, we have partnered with Ologie, a branding and marketing firm with a lot of experience in higher education and non-profit work.
Ologie was also our partner for UHart’s last comprehensive branding project in 2018. Since that time, much has changed at UHart and within higher education more broadly. Guided by our UHart Start action plan, we have added many new academic degree offerings, built the Hursey Center, transitioned to Division III athletics, opened the Center for Student Success, and strengthened our strategic partnerships—to name a few! Though our core identity remains, our messaging no longer accurately reflects all aspects of the University and the experience we offer.
As an important part of this process, Ologie is connecting with stakeholders within our community to better understand what sets us apart, the perceptions of the University, and any opportunities to evolve the UHart story. This includes our key strengths, weaknesses, culture, differentiators, priorities, and vision. The findings from these interviews will influence how we tell the UHart story—to make sure we are attracting the right kind of students and donors, as well as the right kind of attention from peers and the public, and everyone in between. It is important to note that this is an evolution of our messaging strategy—not our visual identity and not a full rebranding project. The scope and timeline reflect our goal.
These informal discovery conversations have already begun between Ologie and with key groups across campus, in addition to the voices of alumni, parents, donors. If you would like to share your thoughts as we evolve our key messages, please feel free to review the below questions and send replies to uofhart@hartford.edu. You can answer as many or as few questions as you would like.
In your reply, please tell us a little bit about yourself, your relationship with UHart, and one thing that you think everyone should know about the university. Additionally, below are questions to consider:
• Pretend we’ve never heard of UHart: Paint a picture for us in 20 seconds or less.• What unites the students here?
• What’s the boldest thing UHart can say about itself? In what areas is the university unlike any other?
• If we were to make a coffee table book about UHart, what would be on the cover? Why? What would be the arc of the story?
• What are the major strengths of the student experience? Where does the university win with students?
• Who is the university for? Or, who is the university not for?
• What do you want students considering applying to UHart – or potential donors and partners – to know about the university? (Perhaps something you wouldn’t be able to read about online or in communications materials?)
• If the university were to lean into one key strength, would you prefer it be:
- Career preparation and outcomes
- Faculty/staff expertise and reputation
- Student support
- Personal and professional development
- UHart bettering the community and world
- Something else?
Your insights and perspectives are very important to this process. On behalf of our working group, thank you in advance for your participation!
Molly Polk, Vice President for Marketing and Enrollment
Aarti Ivanic, Dean, Barney School of Business
Alicia Queally, Director of Athletics and Recreation
Kylee Heyerdahl, Assistant Vice President for Marketing Communication
Joseph Rocca, Assistant Director, Center for Student Success
Alicia Post Lindstadt, Senior Director of Brand and Creative
Caitlin Malinowski, Senior Director of Donor Relations