A Brand vs. a Campaign
Campaigns and special initiatives come and go – but the brand is enduring. A campaign can contain a brand and reflect the brand, but does not carry the brand on its own. Campaigns are useful to help draw special attention to a cause, initiative or promotion, usually for a limited period of time. Examples of promotional campaigns and special initiatives include:
- The Campaign for the Twenty-First Century – 1998-2005 for a capital campaign. The effort deployed the use of a logo along with a type treatment on materials specifically related to this effort and raised $1.046 billion for the institution.
- Students First – First appeared in 2008. A phrase designed to signify a prevailing attitude of student-centeredness, while emphasizing the creation of programs and initiatives to remind the campus about why we’re here, and seek ways to improve student experiences. This effort is an ongoing theme of G. David Gearhart’s chancellorship.
- The You of A – 2010 to present, for the purposes of student recruitment and advertising, to create a unifying theme of differentiation about the University of Arkansas being a special place where there is individual attention. The “You of A” graphic symbol is reserved for external uses, primarily undergraduate student recruiting.
- Campaign Arkansas – 2013-2021 – This is a campaign to raise significant levels of private gift support, presently in the quiet phase but which will launch publicly in the coming years and is expected to conclude in 2021.
- Leading change. Changing lives. – Launched in the fall of 2014, this is a reputational campaign to position the university favorably to national influencers.
How do we use campaigns together?
Campaigns must be carefully crafted to work with the overall university brand, and
most likely should not be combined with each other due to the resulting confusion
in the mind of our audiences. Consult with university relations for advice in this