In order to remain competitive in the marketplace – attracting new donors, outstanding faculty and staff, patients and students – it is important that our Health Science Center develop an integrated and comprehensive marketing plan and creative branding strategy to support our university’s goals. This branding strategy will be integral to our university’s future success and especially important to accomplish increased philanthropy and community awareness. An Invitation for Offers to select a consultant to serve as the Health Science Center’s marketing agency partner was issued Aug. 21, with the submittal deadline for proposals being Oct. 6. Eleven proposals were received and are currently under review. It is anticipated that the selection of the branding consultant be made in early November.
The branding initiative will include three phases of work. The research and assessment phase, to be completed by early December, will include a review of existing research and execution of new research to determine current Health Science Center brand awareness. The second phase, to run during December and through the end of January 2007, will be devoted to the planning and development of communications and marketing plans, as well as the creation of a logo, visual identifiers, tag line and visual tools to differentiate our Health Science Center. In the third phase, the implementation of the communications and marketing plans will begin, to include strategies for printed communications, Web site, news media, special events and advertising. The target date for the completion of the roll-out of the implementation phase is set for August 2007.
In order to ensure ongoing internal communication regarding the progress of the branding initiative, a Branding Task Force has been assembled with 21 members representing the Health Science Center’s faculty, staff, students and volunteer leadership. Presentations on the initiative to groups, such as the Faculty Senate and Web Advisory Committee, will continue. Also, Town Hall meetings and periodic updates in
HSC News will work to keep all at our Health Science Center informed about this most important undertaking.
For more information, contact branding project manager, Nancy Arispe, at (210) 567-0729 or send an e-mail to
arispen@uthscsa.edu.
