Daniel Perugini, special assistant to the vice president for research, shares a point from his group’s branding campaign discussion.
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The Health Science Center has recently partnered with The Atkins Group to embark upon a transformational branding initiative for the entire institution.

The Atkins Group, a full-service branding and marketing firm with offices in San Antonio and the Rio Grande Valley, has 40 years of proven experience, award-winning creative work and a dedication to measurable results. This agency will lead us to uniquely position our Health Science Center by developing a branding strategy that will include a recognizable identity (logo/tag line) and an integrated and comprehensive communications and marketing plan.

There are three phases of this branding initiative. In the first, a research phase, approximately 275 of our faculty, staff and students have been invited to participate in “strategic conversations” that use discussions of small groups to identify existing perceptions and attitudes about the university, its position in the community and the value it contributes. The research phase should be completed in March.

During the project’s second phase, to occur throughout April and May, we will begin to create a communications and marketing plan, as well as visual identifiers, including logos and tag lines, to differentiate our Health Science Center from other entities.

Finally, in Phase Three, we will implement our communications and marketing plan through Web, printed communications, media, special events and advertising strategies that help ensure the consistency of our brand usage. This phase is scheduled to begin this summer and will be ongoing.

“We will use a foundation of research and years of marketing experience to develop the branding campaign that The University of Texas Health Science Center at San Antonio rightly deserves,” said Steve Atkins, president of The Atkins Group. “Their role in the rapid growth of the biomedical industry in our community and South Texas cannot be overstated and we welcome the opportunity to help them secure the recognition a branding campaign will bring.”

Continuing news of the progress of this program will be made available to the university community via HSC News and town hall meetings. Thank you for your interest and participation in this most important undertaking.