As a follow up to the Alumni Attitudes Survey results that you received last week, it is my pleasure to invite you to participate in another important project underway at the University of Denver. This project will help us clarify and define “who we are” in a compelling way that will separate us from other universities and position us for growth in enrollment, awareness and reputation for the institution.
Under the direction of the Division of Marketing & Communications, the University has retained Carnegie Dartlet—a leading reputation strategy firm—in a comprehensive research and review of our brand, market position, and identity. Their peer-reviewed personality archetyping methodology has been featured in The Chronicle of Higher Education and has helped build the reputation of dozens of colleges and universities nationwide.
WHY THIS IS IMPORTANT
With the anticipation of an enrollment cliff in the next few years, we began in earnest this past fall to understand how to react with the greatest impact to ensure the University thrives in the future. The emergence of COVID-19 has only accelerated the need to launch this effort. While our recruiting brings more than 60 percent of our students from outside the state, a recent study identified that awareness of DU’s defining features or characteristics does not reach prospective students and families that live outside Colorado. As we build our reputation and recognition outside of Colorado, we also need to draw more students within the state—and we need to do this now.
Our last effort of this type was completed in 2012. Industry standards recommend a comprehensive brand review every seven to 10 years, making now the ideal time for our University. The project will take several months to complete and will culminate in a new reputation strategy and communication platform for the institution this fall. This will enable DU to implement a new identity and brand strategy to recruit our fall class of 2021.
HOW YOU CAN HELP
As with the feedback you have provided to date, this project will only succeed with your involvement. Carnegie Dartlet’s method is entirely built around the input of the people who know DU the best. If you’re interested, here is how you can help:
||Take this 10-to-15 minute online survey. We need your help to discover and define “who” DU is and, most importantly, who we want to be in the future.
2. Sign up to participate in a virtual messaging workshop. Add your unique voice to shape the next 10 years of DU strategy. These workshops will take what was learned from the survey to develop the story DU will tell about itself for years to come. We will conduct 12 two-hour and highly interactive virtual workshops the week of July 20th, 2020.
Your voice is absolutely essential to the success of this important work. You are welcome to participate in either of the research methods above, but we encourage you to participate in both if your schedule allows. Our goal is to move the University forward, rise in the rankings, penetrate markets more deeply, build a robust student pipeline and create an authentic narrative that resonates with all of our audiences—students, faculty, staff, and alumni.
Thank you for your support. If you have any questions, please email firstname.lastname@example.org.