U. uses campaign to develop school's identity

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SALT LAKE CITY — The University of Utah is starting off the new year by rolling out a major new marketing campaign.

The television spots, which began running New Year's Day, drive a strong message: the launching pad for success is in the hills above Salt Lake City.

"It's the concept that the University of Utah is a place for folks who imagine something big, have an ambitious goal, and want to come to a place with the resources that will enable them to make it happen," said Chief Marketing and Communications Officer for the U. William Warren.

For the last year or so, the U. of U. has examined its current brand, and worked with current and prospective students, as well as faculty, staff and alumni to determine how to capitalize on the university's strengths, and take it to the next level. The campaign is called "Imagine U."

"We want to insure that people who are interested in coming to the University of Utah as students, but also frankly as prospective faculty and staff, understand what kind of university this is," Warren said. "What's the personality of the university? What sort of folks would really thrive here?"

The television ads are running locally as well as on the PAC-12 network, giving the campaign a large, regional reach. In the coming weeks, there will be radio spots and print ads in newspapers, online, billboards and buses.

"We think ‘Imagine U' gets to the idea that someone imagines something big and ambitious and wants to really execute on that vision. This is the place for that kind of person," Warren said.


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Keith McCord


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