College unveils comprehensive marketing plan, updated logo

UNIVERSITY OF NORTH ALABAMA - University of North Alabama officials have launched a new marketing campaign and Web site.

The slogan, "History in the Making," is the result of a year-long process to brand the university and its mission, according to spokesman Josh Woods.

"We wanted it to be authentic for UNA," he said. "We knew the brand had to be the university's true voice because it's regal, historic."

In addition to the new slogan, a graphic image, which depicts a lion and a loose rendering of the main entrance to Wesleyan Hall, will be comprehensive, appearing on all media and printed materials about UNA, including recruiting brochures and direct mail to alumni, said Woods, director of university relations.

The phrase derives from research compiled by Mindpower, a marketing firm in Atlanta.

Woods said campus focus groups as well as alumni, faculty, staff and administration made it clear that UNA's history helped it stand out among other universities and created a means by which to tell the stories for the people whose lives have been affected by UNA.

"History is still being made here by the work that students and faculty are doing," he said.

UNA is the oldest state-chartered school in Alabama. It traces its roots to 1830 and LaGrange College, which was originally at LaGrange Mountain in Colbert County before the college was moved to Florence in Lauderdale County. Campus history is still evident in many of the buildings, including Wesleyan Hall, which once served as a Civil War hospital, and Willingham Hall, which was built as part of the Works Progress Administration.

Another theme that became evident after research was that UNA was not the first choice for many students who attended and graduated from the school.

"Everyone who is here knows it's a quality institution, but our reputation is not widely known," said UNA President Bill Cale. "I've heard UNA described as a 'hidden gem,' but the idea is to get the 'hidden' out. This plan isn't really a re-branding but a brand for the first time in our history."

To that end, he said the university will beef up its marketing in Birmingham, Huntsville and Montgomery, as well as in Memphis and Nashville in Tennessee.

Although 80 percent of UNA's students are from the north Alabama area, the goal of the campaign is to broaden the university's reach, Woods said.

"We want people to understand that we're not Alabama or Auburn or the University of Alabama at Birmingham," he said. "We are who we are, and we're proud of that."

The new trademark replaces the victory flame the university developed and adopted in 1993. A commercial featuring the new slogan and logo aired for the first time during Thursday's Carson-Newman football game.

"Historically, each UNA department has operated independently to promote and market its own programs," Woods said. "With the launch of the new brand, these different campus entities will be brought together to speak a central message through one unified voice."

Michelle Rupe Eubanks can be reached at 740-5745 or michelle.eubanks@TimesDaily.com.