Delivering on Our Brand Promise
During the past two years, Ursuline has embarked on a new cohesive branding program, aimed at
moving the College from Good to Great. This campaign was highlighted in the College's
Winter/Spring 2007 Alumnae Magazine. The goal of the campaign is to set Ursuline apart in today's exceedingly aggressive higher education arena by identifying
and publicizing its unique strengths in a cohesive manner.
Phase one, laying the groundwork for a new campaign, included: organizing a large group of Ursuline stakeholders to identify the College's unique selling points (USPs) ; conducting a benchmark study to measure brand awareness; and the drafting of the brand essence & personality and brand promise.
Phase two encompassed the assimilation of research findings and the development of the advertisements and the creation of a media campaign. The Ursuline story was told through: print ads and inserts in local newspapers, magazines and high school newspapers; radio spots; and a 90-second segment on TV5.
More recently, marketing efforts have been expanded to include MySpace
ads, on America's most popular website, and cable commercials on
local area stations.
On-going publicity efforts reinforce the branding campaign through numerous articles in
newspapers and magazines as well as electronic media coverage. The UC Alumnae Magazine also
incorporates Ursuline's unique claims of distinction. You can now view all aspects of the
branding campaign by clicking on the live links.
Additionally, a Brand Illumination Award will be given to Ursuline faculty, staff, students or alumnae who are living out the Ursuline brand and sharing it with others. Entry requirements are included in this link.
Take a minute and see how Ursuline is setting itself apart and continuing to move from Good to Great.
