UWM launches new marketing campaign

As published in the Small Business Times' BizTimes Daily.

BY BRADLEY WOOTEN

The University of Wisconsin-Milwaukee has launched a new marketing campaign, replacing its five-year old tagline of "Learn More" with "Something Great in Mind."

The "Learn More" campaign was designed to educate the community about UWM's potential, while the new campaign features a more inspirational message that explains how the university is meeting its potential, said UWM spokesman Tom Luljak.

"'Something Great in Mind' is a very inspirational campaign," Luljak said. "The words do a great job of capturing the essence of what this administration is committed to doing. That is to fully realize the potential of UWM as an institution and the human capital in southeastern Wisconsin."
A university screening committee and focus groups of people both inside and outside the university affirmed that "Something Great in Mind" captured the spirit of what UWM can do for southeastern Wisconsin, Luljak said.

Chicago-based Lipman Hearne was contracted in September 2005 by UWM to begin developing a new marketing strategy for the urban institution. The firm, which specializes in higher education and nonprofit marketing and communication, was chosen over 18 other Midwest firms that had vied for the contract, Luljak said.

The urban institution previously had used Versant, a Milwaukee-based marketing firm, since 1997.

The university is focusing on its fundraising goal of $100 million, of which about $73.4 million has been raised, and reinforcing the value UWM has to the community and prospective students, Luljak said.

So far, about $50,000 has been earmarked for the campaign through foundation funds, program revenue and UWM branded merchandise, but the university is still working on the budget for the total packaging of the campaign, Luljak said.

"UWM has more Wisconsin residents attending the institution than any other public university in the state," said UWM chancellor Carlos Santiago. "We are also proud that more than 75 percent of our alumni remain in Wisconsin to work after graduation. The 'Something Great in Mind' campaign captures the spirit of UWM - a university that makes major contributions to the quality of life and learning in our community."

"It's a little ambiguous, so kids especially would read into it in the focus groups," said Nancy Levner, a UWM alum who is managing director and principal at Lipman Hearne, a company that has helped to market the Medical College of Wisconsin, the University School of Milwaukee and the Milwaukee Art Museum. "Plus, a lot of people are beginning to see UWM as a real partner with the Milwaukee region. It's a catalyst for economic development and betterment of greater Milwaukee."

Luljak said the institutional brand and black and gold colors will remain the same, and he said no state tax dollars will be used in the new marketing strategy.