Determined … Dedicated … Downtown Era Begins for UHD
Branding Campaign Focuses on UHD's Commitment to Community, Student Success
By Mike Emery
So many words have been used to capture the very essence of the University of Houston-Downtown, but three are particularly emblematic of this longstanding institution of higher education.
“Determined … Dedicated … Downtown.”
These three words largely define the University, its campus community, its successful alumni, and of course, its centralized location within the fourth largest city in the U.S. They also reflect what Houstonians and Texans have come to know and admire about UHD during its nearly 50-year history.
This three-word mantra will further be ingrained within the fabric of the community as it is the centerpiece of UHD’s new branding campaign.
The “Determined … Dedicated … Downtown” era has officially begun, and Houstonians will soon see new, dynamic images and stories focused on UHD, its students and its benefits to the city of Houston and the state of Texas. Billboards, social media content, advertisements and commercials are launching this fall. Additionally, UHD Community members will experience the brand through new campus signage in hallways, on windows and doorways, and emblazoned on promotional items.
“Determined … Dedicated … Downtown” is the product of a comprehensive brand assessment conducted by the University and an external agency. Following intensive research conducted among community members, alumni, faculty, staff, students and local leaders, UHD’s strongest brand attributes were identified.
“That was the spark,” said Elisa Olsen, UHD Executive Director of University Relations. “When we engaged our stakeholders on what the University of Houston-Downtown meant in their lives and to our community, they consistently arrived at these three descriptors … ‘Determined … Dedicated … Downtown.’ Their feedback was quite telling, and I believe, quite indicative of how UHD is viewed throughout greater Houston area.”
Olsen adds that in developing this campaign, stakeholders’ expectations and existing beliefs of UHD were taken into account. Data collected through surveys, focus groups, interviews and other research methods clearly demonstrated that the University is crucial to advancing the academic aspirations of Texans and clearly supports the growth of Houston and its downtown district.
“Determined … Dedicated … Downtown” supplants the popular “Finish UHD Strong” campaign and will continue to promote the aspirational aspects of the University and its brand promise to so many generations of Houstonians.
A federally designated Hispanic Serving Institution and Minority Serving Institution, the University serves students from all walks of life through rich academic experiences and its mix of undergraduate and graduate offerings. Alumni include a who’s who of leaders in education, business, non-profit management, the arts, science, law enforcement and a range of other industries.
UHD remains Houston’s second-largest University and its most affordable. Additionally, it has been cited by The Wall Street Journal/Times Higher Education as the region’s most diverse university and its online programs are among the best in the nation according to U.S. News & World Report.
“For nearly five decades, the University of Houston-Downtown has served as an educational nexus within the heart of Houston,” Olsen said. “Both First Time in College Students and professionals returning to school have looked upon UHD as the perfect University to continue their academic journeys. Its value to future, current and former students is reflected within this campaign.”
The University of Houston-Downtown (UHD)—the second largest university in Houston—has served the educational needs of the nation’s fourth-largest city since 1974.
As one of four distinct public universities in the University of Houston System, UHD is a comprehensive four-year university led by President Loren J. Blanchard. Annually, UHD educates more than 15,000 students; boasts more than 54,000 alumni and offers 44 bachelor’s, nine master’s degree programs and 16 fully online programs within five colleges (Marilyn Davies College of Business; Humanities & Social Sciences; Public Service, Sciences & Technology; and University College).
UHD has the most affordable tuition among four-year universities in Houston and one of the lowest in Texas. The University is noted nationally as a Hispanic-Serving Institution, Minority-Serving Institution and Military Friendly School. For more on the University of Houston-Downtown, visit www.uhd.edu.