University of California, Riverside

Marketing



Integrated Marketing Program


In 2006, UC Riverside launched a campus wide integrated marketing program to strengthen its reputation and raise its profile among premier universities.

The program included:

  • A new institutional brand
  • A graphic identity system
  • And a long-term strategic communications plan

Program Overview

Since early 2005, a campus wide UCR Marketing Advisory Team worked in partnership with the communications and marketing firm Peterson Skolnick and Dodge (PS&D):

  • To conduct a market research study
  • To develop an integrated marketing program and UCR brand platform that includes:
  • Key marketing strategies
  • Core messages
  • A new UCR graphic identity system and campus logo, developed in partnership with the Pentagram design firm.

The research and development process involved:

  • Interviews
  • Focus groups
  • Consultations
  • Online surveys

It also involved hundreds of UCR stakeholders, such as:

  • Faculty
  • Students
  • Staff
  • Alumni
  • Volunteers

PS&D helped the campus by:

  • Conducting quantitative, qualitative, and comparative research to determine the university's current reputation, its brand distinctions, its challenges, and its opportunities.
  • Identifying the UCR brand's core attributes, the university's strategic assets, its current competitive position, and its key audiences
  • Recommending marketing strategies based on research results
  • Drafting key branding messages
  • Recommending ways to support brand introduction and stewardship

More Information 

General Campus Information

University of California, Riverside
900 University Ave.
Riverside, CA 92521
Tel: (951) 827-1012

Department Information

Marketing
1156 Hinderaker Hall

Tel: (951) 827-6397 (951.UCR.NEWS)
Fax: (951) 827-5008
E-mail: margene.mastin@ucr.edu

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