UHD’s ‘Determined Dedicated Downtown’ Campaign to Be Unveiled This Fall

by PJ Hoogendijk
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The new ‘Determined. Dedicated. Downtown.’ branding highlights the high-quality of education provided in UHD

The brand campaign “celebrates the tenacious spirits of its students, faculty, staff and alumni. The brand-new initiative invites its audiences to meet the UHD student—confident, ambitious, fearless and ready to change the world”

The University of Houston-Downtown (UHD) is all set to begin its new campaign, next-in-line to ‘FinishUHDStrong,’ this fall.

According to the university website, the second-largest university in Houston partnered with an agency in 2019 “to conduct a brand assessment.” More than 1300 people from various groups participated in the survey.  From “in-depth interviews with business and community members” to “web-based surveys,” the brand assessment was conducted to understand how UHD was perceived.

“The objective of this brand assessment was to better understand the image and perceptions of UHD among prospective undergraduate and graduate students, current students, faculty, staff and alumni; identify perceived strengths, challenges, differentiating characteristics of all audiences; and determine what prospective students value with regards to college choice facts,”  said Elisa Olsen, Executive Director, UHD University Relations.

The brand assessment led to the formation of three taglines and creative campaigns: however, the campaigns came to a jolting halt due to the Covid-19 pandemic.

In November 2020, after a gap of eight months, the decision to launch the campaign in fall 2021 was made. UHD will unveil its ‘Determined. Dedicated. Downtown’ campaign September. The brand campaign “celebrates the tenacious spirits of its students, faculty, staff and alumni. The brand-new initiative invites its audiences to meet the UHD student—confident, ambitious, fearless and ready to change the world.”

The following video explains the Determined. Dedicated. Downtown’ campaign in detail.

According to UHD, the supportive and supple nature of the university is ideal for students seeking practical and high-quality education. UHD believes that the high-quality of education provided in their institution enables students to contribute positively towards their communities.

As per Olsen, all communications mediums in UHD  deliver clear messages on what stakeholders can expect from the university.

“We do so with encouraging faculty and staff who foster student potential, showing UHD as a smart investment that offers pathways to educational and professional opportunities, being reflective of Houston with diverse perspectives, and featuring a community in which real-life shapes the educational experience. Our new tagline—Determined. Dedicated. Downtown—reflects our position in the University of Houston System, the City of Houston and across the region.”

Image Credit: Featured Image, UHD.edu

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