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Inside UNCG – Sharing Our Story As part of UNCG’s effort to expand upon its growing reputation as a premier academic institution, the University Relations department has launched its first major marketing campaign. The goal of the new campaign is to raise awareness for the innovative and unique programs conducted in business, cultural leadership, education, public policy and science. The campaign targets business leaders and alumni to build affinity and top-of-mind recall for the university. Internally, planning for the campaign began in 2001. “Marketing was a new term and effort within higher ed,” according to Debbie Schallock, Director of Marketing for University Relations. Action Greensboro and its revitalization efforts were running full steam at that point. With the Triad reeling from the loss of major manufacturing jobs, the timing was ideal for the university to elevate its presence and to make known all that UNCG does to support the region in the areas of economic development, research and social change. There are three components to UNCG’s marketing campaign – alumni special events, a newly structured speaker’s bureau and an advertising series. According to Debbie Schallock, the ad series has been the most high profile component of the campaign, with each featured program seeing growth due to the promotion. “The Tinnitus Clinic has tripled its call volume, and the Montagnard Tutorial Outreach program has added both new tutors and students. The Economic Impact ad, which featured Lomax Construction and Natty Greene’s, has received a great deal of publicity and local buzz regarding the importance of internships and retaining alumni to build the local economy.” The ad series includes one and two page spreads in Our State, Time, Newsweek, Sports Illustrated, and US News and World Report. “The visibility has been incredible, from one of the ads reportedly being posted in a hut in Mozambique by an alumnus serving in the Peace Corps to the media coverage received on Channel 2.” Through continued support and funding of the marketing campaign, University Relations plans to feature additional programs demonstrating how UNCG is vested in the Triad community and beyond.
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