The University of California has recently unveiled a statewide promotional and advertising campaign, to improve awareness and appreciation of its unique and critical value to the state of California, the nation and the world. The campaign, and the ideas it promotes, are all based on a positioning strategy we developed for the University’s Office of the President, to help internal and external audiences understand the University’s true scope and commitment to the future.
To counter the concerns and criticisms that have come with reduced state funding and attention-getting political controversy, we helped UC articulate a larger vision for California, and its role in the state’s future. Identifying UC as “Boldly Californian” and articulating its role as “embodying the spirit of California, and igniting the potential of its people”, we were able to focus attention on a largest idea that transcends short term concerns and puts difficult decisions in a grand context. This idea enables UC to continue to develop its role as both creation and catalyst ofCalifornia’s importance in the world. With its current investments in advertising and awareness building, we anticipate that its role in the world will be better understood, and appreciated as it adapts to new realities.