As our competitors increase their marketing investment, UWM must make the best use possible of its limited resources to recruit and retain students. An updated brand that’s relevant to current and prospective students will foster connection and affinity, helping us attract and retain students for whom UWM is a good fit.
An updated brand also will foster engagement and affinity among alumni and supporters of the university. This, too, is critical for recruitment. The No. 1 reason students consider a university is because they had a friend or family member attend.
Build the Brand is a multiphase project aimed at elevating UWM in the minds of students, alumni and supporters. It has five parts:
- Brand perception survey
- UWM brand update
- Student-centric web
- New marketing campaign
- Visual identity update
This will be UWM’s first brand update in more than 20 years. The Division of Marketing, Communications & University Relations (MarComm) strategically reduced spending to allow it to undertake this important initiative and position UWM for the future. It also received central funds specifically for the web work, which furthers the university’s 2030 goal of being more student-centric.
Results will be shared with our campus community during the spring semester.
Meet Our Partners
MarComm is partnering with Carnegie Dartlet, a leader in higher education marketing. Carnegie’s commitment to research-based, data-driven brand development complements UWM’s identity as an R1 institution. Its consensus-building approach is a good fit for our campus culture, which values shared governance, collaboration and respect for diverse viewpoints. In addition, Carnegie’s psychometric methodology, which blends propriety data with psychological insights, results in strategy and messaging that not only communicates information but also forges human connection.
The Carnegie Web Team, formerly known as mStoner, is one of higher education’s most trusted web strategy, design and technology partners. Established in 2001, they have worked with more than 350 colleges, universities and professional schools in the United States and abroad to craft powerful, human-centric online experiences that illuminate their clients’ brands.