UMass Boston launches new marketing campaign

Jean J. Sanders

The University of Massachusetts Boston wants you to know extra about what it calls the city’s “best held secret”: alone.

That is the thrust of a new brand and advertising strategy, to be announced Monday, that frames Boston’s only public study college as a modern-day establishment prepared to deal with the issues of the foreseeable future.

UMass Boston’s title as the most various college in New England is central to the marketing campaign. With a student system that hails from above 140 international locations and where 60 percent of learners have dad and mom who did not attend college or university, UMass Boston represents the upcoming of better instruction in Massachusetts, and in the United States, reported Chancellor Marcelo Suárez-Orozco.

“That variety is a wonderful canvas that tells the human story in the 21st century,” claimed Suárez-Orozco. “We stay in a entire world that is ever a lot more interconnected, and that planet life in our quad, our corridors, our classrooms, our laboratories, and our dorms.”

The campaign calls UMass Boston a college “for the instances,” just one that works to deal with the defining problems going through the earth today like climate alter — a particularly urgent concern for the oceanfront campus.

“This is a domain the place our students, our scientists are working incredibly carefully with communities to get in entrance of a disaster,” mentioned Suárez-Orozco. “So I feel simply because of our geography, since of our history, for the reason that of our demography, we are a university for the occasions.”

New symbol for UMass Boston.Courtesy of UMass Boston

UMass Boston’s new manufacturer arrives through a time of adjust for the college, which is now transforming its campus with an ongoing big-scale development venture to generate a new quad. New management has also joined the university in the past two several years, with Suárez-Orozco getting around as chancellor in 2020 and Joseph Berger assuming the position of provost and vice chancellor for educational affairs in 2021.

As bigger education and learning gets an increasingly aggressive sector, the rebranding is also an effort and hard work to bring in potential students to UMass Boston. The faculty opened its first on-campus dorm in 2018 and has worked to draw learners from further than its longtime foundation of regional commuters.

“We’re endeavoring to go on to mature intercontinental learners and students from the Northeast,” said Suárez-Orozco. “We believe we have this small concealed jewel. … And we need to have to inform the tale much better.”

The branding campaign will be promoted on billboards and in broadcast, social, and print media. Suárez-Orozco expressed enjoyment at the new option for UMass Boston to exhibit what the foreseeable future of increased instruction ought to look like. The exertion will price $1.5 million, the college stated.

A focal point of the marketing campaign is the university’s new symbol, which now prominently characteristics its mascot, a beacon. Suárez-Orozco explained the addition signifies UMass Boston’s position as a leader in urban bigger instruction.

“In troubled instances, the beacon illuminates,” he mentioned. “The beacon reveals the way to a greater, safer, much healthier, a lot more democratic, additional engaged future.”

Annie Probert can be attained at [email protected].

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