New Branding Campaign Debuts This Fall
Determined. Dedicated. Downtown.
By Sheryl E. Taylor
It’s been more than a year since the UHD Community was introduced to a new branding initiative that would soon become the successor to ‘FinishUHDStrong’.
In Spring 2019, UHD worked with an agency partner to conduct a brand assessment that included 14 on-campus focus groups, 10 in-depth interviews with business and community members, four web-based surveys (more than 1,300 participants provided feedback).
“The objective of this brand assessment was to better understand the image and perceptions of UHD among prospective undergraduate and graduate students, current students, faculty, staff and alumni; identify perceived strengths, challenges, differentiating characteristics of all audiences; and determine what prospective students value with regards to college choice factors,” said Elisa Olsen, Executive Director of UHD University Relations.
As a result, three distinct taglines and creative campaigns were developed and shared broadly across campus to stakeholder groups (key leadership groups, students, faculty, staff, and alumni) in February of 2020. As a result of COVID, the project was placed on hold for eight months and in November the brand creative was selected with a decision to launch the campaign in September 2021.
This fall, the University unveils its ‘Determined. Dedicated. Downtown.’ brand campaign that celebrates the tenacious spirit of its students, faculty, staff and alumni. The brand-new initiative invites its audiences to meet the UHD student—confident, ambitious, fearless and ready to change the world.
UHD’s Brand Promise is clear: “UHD is a supportive, flexible institution for determined students who want a relevant, high-quality, life-changing education to further their career opportunities and empower them to contribute to their communities.”
“This (brand promise) is the implicit promise that we make to our various stakeholders through our advertising and communications as to what they can expect from UHD,” emphasized Olsen. “It’s an unspoken promise that we intend to make through all communication mediums.”
Olsen also added that every brand promise is supported by pillars or how to accomplish this goal of the brand promise.
“We do so with encouraging faculty and staff who foster student potential, showing UHD as a smart investment that offers pathways to educational and professional opportunities, being reflective of Houston with diverse perspectives, and featuring a community in which real-life shapes the educational experience,” said Olsen. “Our new tagline — Determined. Dedicated. Downtown.— reflects our position in the University of Houston System, the City of Houston and across the region.”
Visit the UHD YouTube channel for a detailed visual presentation about the ‘Determined. Dedicated. Downtown.’ campaign.
The University of Houston-Downtown (UHD)—the second-largest university in Houston—has served the educational needs of the nation’s fourth-largest city since 1974.
As one of four distinct public universities in the University of Houston System, UHD is a comprehensive four-year university led by President Loren J. Blanchard. Annually, UHD educates more than 15,000 students; boasts more than 60,000 alumni and offers 45 bachelor’s, nine master’s degree programs and 16 fully online programs within five colleges (Marilyn Davies College of Business; Humanities & Social Sciences; Public Service; Sciences & Technology; and University College).
For the fourth consecutive year, U.S. News & World Report ranks UHD among universities across the nation for Best Online Criminal Justice Programs (No. 27 and No. 15 for Veterans) and Best Online Bachelor’s Programs.
UHD has the most affordable tuition among four-year universities in Houston and one of the lowest in Texas. U.S. News ranked the University among Top Performers on Social Mobility and a No. 1 ranking as the most diverse institution of higher education in the southern region of the U.S. The University is noted nationally as a Hispanic-Serving Institution, Minority-Serving Institution and Military Friendly School. For more on the University of Houston-Downtown, visit www.uhd.edu.