Why has UH opted to launch a campaign, and what initiated UH s interest in conducting one?
Market research conducted in the mid- and late 1990’s indicated that, despite a large amount of information about UH’s specific programs in the mass media, the overall impression of the university was not as strong as that of individual programs. Positive news reported about a program or faculty member was not “rippling” to enhance the university’s overall image. After working with a group of UH alumni who work in media, marketing and advertising professions, along with faculty, students and staff, it was determined that the best way to create a heightened appreciation for the university, as a whole, strengths was to develop a long-term, consistent and sustained series of messages to target our key audiences.
