STRATEGIC PRIORITY 1

STEWARD, ELEVATE AND PROTECT THE UNIVERSITY OF ALABAMA BRAND.

LEGENDS 8.0 CAMPAIGN

How do you improve upon a globally recognized campaign? You enhance it with integrated marketing, collaborative storytelling and earned media strategies.

This year, our teams took our storied Where Legends Are Made campaign branding to the next level. We stepped up our efforts by including cross-departmental strategies including feature stories on each student in our campaign, a WLAM microsite and even skytyping before UA’s Rose Bowl appearance. Our WLAM testimonial videos featured four high-achieving students from different areas of campus. Their stories highlighted how each student took advantage of opportunities, programs and resources around UA to elevate their experiential learning and career outlook. Our team provided media training for WLAM students and pitched their stories to predetermined target media markets.

WLAM Logo

Where Legends Are Made campaign collage
Legends 8.0 Results
195.9K page views on legends.ua.edu, The digital campaign accrued 5.8 million impressions, 1 million engagements and 104 thousand conversions. Legends media had a 38.7 million potential reach which is a 359 thousand dollar advertising value equivalent. Legends organic social media had 1.1 million impressions, 51.9 thousand engagements and 324.5 thousand video views. The Legends Youtube landing page had 37 thousand views. All campaign assets were provided by DSC photography and video & creative media departments
UA Final Four billboard in Phoenix, AZ

FINAL FOUR

In addition to WLAM branding, the Alabama men’s basketball team provided another opportunity for strategic brand placement. Our team quickly activated Roll Phoenix Roll graphics in Tuscaloosa, Birmingham and Phoenix to celebrate UA’s first Final Four appearance.

Photo of Adam Jones

PROTECT THE BRAND

After more than 12 years of service to DSC in engineering and research communications, Adam Jones took on a new role as the division’s first public relations strategist.

Lead coordinator for draft communications related to sensitive topics, Adam collaborates closely with leadership on researching, planning, managing and tracking messaging around emerging issues that may impact the University’s reputation and brand.

SECONDARY BRAND COLORS

To enhance our brand’s visual identity and add more room for creative expression, members of our design and production, web strategy and brand strategy teams identified new secondary colors to accompany our legendary crimson and white palette. These additional color options can be used sparingly to complement designs and communicate tone based on the intended message or audience.

UA Secondary Color chart

EDITORIAL AND BRAND REVIEWS

Our teams work diligently to ensure the work we create, and the work of campus partners, is accurate, error free and consistent with brand guidelines.

Brand Approval Totals. 514 (17%) forms that required feedback. 3,000 forms reviewed. 6.8 thousand items reviewed
University Editor Proofs. 354 total proofreading addignments. 3.6 thousand total pages proofread
Over 400 UA News Center posts
233 Media Releases and Statements
Web browser screenshot displaying the updated UA web theme

MINERVA LAUNCH AND REVAMPED UA THEME RELEASE

Minerva is a visual User Interface framework and component library that forms a robust, flexible and accessible way to create an interface for a UA digital product. The framework can be used for websites, webapps and software. UA Theme 3 is our new WordPress theme built on the Minerva framework, allowing developers and nondevelopers alike a way to build a great website experience in the UA brand.

UA Social Media in the SEC. Number 1 in engagements and publishing. Number 1 in publishing. Number 3 in engagements and publishing.

SOCIAL MEDIA POLICY

With one of the largest social media followings in the Southeastern Conference, UA is leading the social landscape in many ways. Our social media team also leads efforts on our campus through the Trending Tide social media communicators group — establishing guidelines, providing professional development opportunities and consulting with campus partners who wish to create new accounts.

This year, to protect UA’s brand across all platforms, our social media team led the charge to develop a robust
social media policy that meets everyone’s needs, protects the UA brand and allows for creative expression.

University of Alabama seal

PRESIDENTIAL COMMUNICATIONS

The partnership between the DSC and the office of UA President Stuart R. Bell leverages a range of communication platforms to tell UA’s story. This collaboration promotes transparency, strengthens relationships and advances the University’s mission, vision, and values — driving UA’s continued success.

Dr. Bell’s profound understanding of UA’s culture and the needs of its constituencies enables him to effectively communicate and amplify the University’s unique brand. DSC has collaborated on numerous projects and publications, including campus messaging throughout the semester, applauding and encouraging excellence among all members of the UA community. Other major collaborations between DSC and the president’s office include:

  • Year in Review
  • UA Profile of Excellence
  • UA Board of Trustees Institutional Address
  • Spring and Fall Campus Assembly
  • Commencement
  • The Rising Tide Capital Campaign
  • The UA United Way Campaign
  • We Are UA
  • Bama Blitz
  • The Where Legends Are Made Campaign

Collage of President Stuart R. Bell