KEARNEY – The University of Nebraska at Kearney is full of difference makers, says Kyle Means.
“We turn ideas into action. We produce results to be proud of. We are innovative: it’s not enough just to complete a job, we strive to do it better,” says UNK’s marketing director in sharing one of the university’s new branding statements.
Call it the UNK difference.
Using the slogan “We Are Difference Makers,” UNK has unveiled a new marketing campaign touting a campus filled with people who care enough to make a difference in the lives of students, while creating opportunities for students to make a difference for others, Means says.
“We put more care into our work because we’re people of integrity. We know it takes strength to make a difference, and making a difference is our strength at UNK.”
The brand message focuses on four pillars that make up the “UNK Difference” for students seeking more from their educational experience: Experiential learning, affordability and quality, people who care, and community involvement.
Billboards with the new “We Are Difference Makers” message went up across the state earlier this month, joining online advertising, print, radio and TV ads that are also being unveiled.
It’s the first change to UNK’s brand identity since 2008. The long-running “Top 10 University” and “You Can at UNK” taglines are being phased out.
Means has led the effort to redevelop the brand message since he joined UNK in July 2014.
“We’ve done a lot of research and received input from people on and off campus, including alumni. Everyone has shown a lot of passion in their feedback, and that’s been very inspiring,” Means says. “This new marketing message represents the attitude and spirit of UNK that we discovered throughout the process.”
The overall marketing plan is designed to communicate the new message in a variety of platforms with a very targeted effort. Traditional student prospects ages 14-17 will be a key focus of this plan, which also is designed to appeal to non-traditional prospects interested in UNK’s strong online and graduate programs.
Local, regional and national campaigns were designed by UNK’s Creative Services team. They feature UNK students, faculty and staff.
Supporting the new “We Are Difference Makers” slogan will be a series of brand statements that will connect with prospective students on both rational and emotional levels. It is a plan that will continue to evolve and develop.
“The message will inspire everything UNK does moving forward,” said Means. “A key focus is student recruitment and increasing enrollment, but this is a message we expect faculty, staff, alumni and the community to embrace and share when talking about our campus.”
Call it the UNK difference.