the umuc story, 2015
DESCRIPTION
University of Maryland University College gives busy professionals the confidence to dream. Learn about the roots of UMUC and the story of the UMUC brand.TRANSCRIPT
THE UMUC STORY
dreamthe CONFIDENCE to
THE UMUC STORY
dreamthe CONFIDENCE to
Attend a UNIVERSITY OF
MARYLAND UNIVERSITY
COLLEGE commencement,
and you’ll know that it’s a
UNIQUELY INSPIRING
experience.
inspired!
UNIQUE because of the
amazing breadth and diversity of our student body.
Our graduates span generations, national borders,
and ethnic backgrounds. We confer degrees on war
heroes and grandmothers, married couples and single
parents, mothers and sons. They come together to
share a collective sense of pride and achievement.
unique
INSPIRING because of the passion and
determination that define their stories.
These are individuals who, as adult learners,
come to UMUC with a dream. They want
to improve their lives and those of their families . . .
and have an impact on the world around them.
inspiring
UMUC has been serving these unique and inspiring students
since 1947, when the university was founded as the University
of Maryland’s College of Special and Continuation Studies.
The college was created to address the unprecedented growth
in student enrollment, partly fueled by the passage of the
G.I. Bill in 1944. It served the vital purpose of addressing the
increasing demand for higher education, providing World
War II veterans with the skills and confidence to thrive in
the expanding post-World War II economy.
In the nearly seven decades since our doors opened, UMUC has
become one of the most dynamic and innovative institutions
of higher learning in the world. We are pioneers in empowering
adult learners with the confidence to advance their careers
and achieve their dreams.
roots of the UMUC STORY
todaythe UMUC story
Great brands have meaningful purpose.
Great brands are relevant to their customers
and have a distinct place in the hearts
and minds of those they serve.
“ Your customers dream of a happier and better life. Don’t move products. Enrich lives.” —Steve Jobs
One of the world’s strongest brands, Apple, has always had a
powerful sense of purpose. Apple’s brand embodies simplicity,
empowerment, and the democratization of information—
and enriching a customer’s life in the process. This sense of
purpose has defined Apple’s story for more than three decades.
At UMUC, we have always had a powerful sense of purpose, but
we wanted to dig deeper to better understand that purpose from
the unique perspective of our students—their hopes, dreams,
and motivations. And, we wanted to turn this understanding
into the foundation of a strong and enduring brand. A brand
that would clearly and confidently capture the university’s
value to students and the role it plays in our students’ lives.
We’ve been providing educational
options to allow adult learners to
achieve their career goals for more than 65 years. And, as
a member of the University System of Maryland, we have
a respected place in higher education. To build on that history
and reputation, we aspired to consistently communicate a
brand with a clear and compelling purpose, one that captures
the voice of those who matter most—our students.
historyour story hasan IMPRESSIVE
It has never been more important for UMUC to clearly articulate
its brand promise and value proposition. We need to differentiate
ourselves to prospective students who are challenged to choose
the right institution from an ever-evolving array of higher
education options. Moreover, our brand value must be defined
in the context of a rapidly changing adult education landscape:
• Highly competitive and complex job market
• Gaps between job opportunities and skill sets
• More competitors in online higher education,
particularly traditional universities expanding online
• Changes in military dynamics, notably funding
for higher education
promise:important now, more than ever
a strong BRAND
Our journey of discovery started with a
simple question: “What is it about UMUC
that has attracted our determined students
for nearly seven decades?”
Of course, no one is better suited to answer these questions
than the students themselves. We sought to reveal the
common thread that connects the dreams of students
across generations, genders, nationalities, and ethnicities—
from students coming out of community colleges in our
home state of Maryland to military students taking on the
challenge of higher education while serving overseas.
And every nontraditional, adult learner in between.
discovery
To get to our answers, we held exploratory
sessions with hundreds of past, present,
and future students. We talked to different groups,
each with their own unique motivations:
• Current students
• Prospective students
• Alumni
• Federal employees
• Veterans and active-duty
servicemembers
• Community college
students
Our exploration and studies included small group discussions,
online surveys, and even in-home personal interviews.
We were able to probe deeply into what motivates and inspires
each group—and understand what they are ultimately trying
to achieve. We were heartened by what we heard. We came
away with rich and rewarding insights about what drives our
students and the role that UMUC has played in transforming
so many lives.
learningLISTENING and
Of all the feedback gained through discovery, four insights
helped define UMUC’s brand promise and would guide how
we brought it to life in our communications and interactions
with students:
1. CONFIDENCE IS KEY.
The most prevalent theme we discovered is that our students
want to have the confidence to stand up, stand out, and make
a difference—they need this confidence to be successful.
promiseTOWARD our
“ The end result is a better job. What’s most important is what employers think of my degree.“
2. OUR REPUTATION IS VALUABLE.
UMUC’s solid reputation differentiates us from other
schools because it offers reassurance of quality and results.
Alumni, in particular, told us that employers recognize
and respect UMUC’s credentials. This respect ultimately
translates to more opportunity, or as one student told us:
3. IT’S ALL ABOUT PERSONAL MOTIVATION.
UMUC’s “rational benefits” of flexibility, affordability, and
convenience are an integral part of our story. They make it
possible for our students to balance higher education with the
realities of their lives. But rational benefits alone don’t explain
how UMUC is different from other universities. Through
discovery, we learned that the UMUC experience is about
much more than earning a degree. Ultimately, the UMUC
brand delivers higher, emotional, and longer-term benefits
that help students believe in themselves and their future:
• FINANCIAL SECURITY: “I feel that it is important
to financially support myself and my family.”
• PRIDE: “I get a sense of pride in my achievements.”
• ACHIEVEMENT: “I want to be valued at my job.”
• FREEDOM: “I now have more freedom to pursue
the best career path for myself.”
4. PERSONAL MOTIVATION EXTENDS TO THOSE AROUND US.
We also learned that personal motivation is as much
about students’ families and colleagues as it is about them.
Our communications need to tap into the sense of pride
and value our students want to feel. We learned that to create
a compelling and differentiated brand, we have to speak to
the dreams and aspirations that are unique to adult learners:
• “I want to make my family proud.”
• “I want to be a role model for my children.”
• “I want to be an indispensible member of my team at work.”
We learned that the UMUC brand is about
building confidence that translates to employability:
• Knowing you have skills that are in demand
• Feeling that you can contribute on the job from day one
• Believing that you can make a difference in any organization
• Understanding what it takes to be a leader
• Being able to chart your own course
togetherbringing it ALL
Through discovery, we explored the notion of shared value,
a belief held by an organization and its customers about
a higher purpose, passion, or philosophy that has meaning
in our lives beyond a specific product. UMUC and its students
believe that confidence can unlock dreams. This statement
clearly resonated with our students.
At UMUC, you gain the confidence that your education is making a difference in your career. And in your life. It’s the confidence to stand up and stand out. To share your ideas and solutions. To try new things knowing you have what it takes to succeed. You’re confident that what you’re learning and the skills you’re developing are what employers want—and need. You know you can not only do the job—but that what you can do sets you apart from the others.
UMUC supports this shared value with the quality and career-
relevance of more than 90 programs and specializations that
are designed to give students that confidence. And, our students
will experience it one UMUC Moment at a time—each time they
realize that the skills and knowledge they’ve gained at UMUC
are helping them unlock their dreams.
confidenceto ACHIEVE your DREAMS
“The most powerful and enduring brands are built from the heart.— Howard Schultz, CEO, Starbucks
MomentsDEFINING
The insights we gained from the extensive research we
conducted were game changing. We learned how to convey
not just what we do, but why it matters to our students.
When we considered how we would bring these insights to
life, we knew our messages had to be authentic and believable.
Those considering investing in higher education have
to believe that they can achieve their dreams. Born out
of this research was a campaign that captured the emotions—
the freedom, empowerment, and confidence—our students
hope to achieve. We captured it in words and images
for students as well as for faculty and staff.
The campaign brought the stories of our
students to life, capturing their “Moments.”
The moments when they felt confident and self-assured
about their skills and abilities. The moment they knew their
education helped them achieve that confidence and start
building a better future:
• They are invited to give an important presentation.
• They are chosen to lead a task force on a special project.
• They are asked to take over an important account.
• They start being considered a subject matter expert.
sharingour STUDENTS’ stories
These are the seemingly small, but life-changing moments
that tell us “we’ve arrived.” We feel empowered, confident,
and proud of our breakthrough. It was these career anecdotes
that inspired the “Moments” campaign:
The UMUC Moment is that point in time when our students feel that their professional value is validated because of what they’ve learned at UMUC, giving them the confidence they need to succeed in their careers and achieve the financial security they desire.
Advertising is simply an expression of a brand’s promise,
and advertising campaigns evolve over time.
The campaign was designed to capture the essence of
confidence and employability that is associated with the
UMUC brand. We wanted it to be authentic—in the voices of
our students. We wanted the message to connect, to elicit
a visceral response like the following:
that!”“I want to FEEL like
“ If that’s the way I’ll feel, then UMUC is the place for me.”
The centerpiece of the campaign is first-person testimonials
delivered by actual UMUC students and alumni. Speaking
from the heart, they provide their own “Moments” stories—
powerful affirmations of the decision to attend UMUC.
“ I gave a presentation to 50 HR professionals. . . . I’m sure they were thinking ‘What’s this kid going to tell me that I don’t already know?’ I had a lot to tell them. . . . When it was over, I did not get the pity clap, I got a big applause. That was my Moment.”
Joey Price Master of Science in Management
“ It gave me the confidence to know I’ve got this. That was my Moment.”
Cathy Hogendobler Master of Business Administration
“ Winning the Global Cyberlympics. That was my Moment.”
Johnathan Arneson Bachelor of Science in Cybersecurity
“ I’m a middle school English teacher. . . . At UMUC, I was taught to accommodate different learning styles and make it fun. . . . I made a difference. That was my Moment.”
Yolonda Body Master of Arts in Teaching
“ I’m a vice president at the University of Maryland Medical Center. . . . My degree from UMUC has allowed me to do more for the people we serve. . . . Doing more for the community I love. That was my Moment.”
Marianne Rowan-Braun Master of Science in Management
Regardless of how the brand
is brought to life creatively in
future advertising campaigns, UMUC will continue to stay true
to our brand promise and our students. And, we are committed
to ensuring we live our brand in everything we do.
lifebringing MOMENTS to
Marketing campaigns are just one ingredient in bringing
the brand to life. They support the effort of everyone in the
UMUC family who is dedicated to reflecting our brand promise
in their words and actions. And, what we have learned since
launching the campaign is that this collective effort is resulting
in greater numbers of prospective students reaching out
to us to learn more about UMUC—and that their overall
impression of UMUC is more positive.
performancePURPOSE translated to
“Your culture is your brand.”— Tony Hsieh, CEO, Zappos
Each of us has an impact on our future, present, and past
students. Whether you are a faculty member, adviser,
or staff member, you help shape how UMUC is perceived
by students and prove our value with each interaction.
You personify our purpose—in the classroom, on the phone,
in our offices, and in the community.
ambassadorswe each bring the brand to LIFE as brand
SHARE OUR STORY
Inevitably, people in your life—friends, neighbors, family
members—will ask you about UMUC as they consider their
own journey. This is the ideal opportunity to help them
understand the meaningful work we do. We deliver a
high-quality education to students who may not otherwise
have the opportunity. But, even more distinctive is our ability
to empower our students with the confidence to achieve
their dreams. Each one of us has the ability to share that
story . . . exponentially increasing awareness and understanding
of our purpose, leading more and more prospective students
to build a better future through UMUC.
missionThe mission of University of Maryland University College is
improving the lives of adult learners. We will accomplish this by:
1. Operating as Maryland’s open university, serving
working adults, military servicemen and servicewomen
and their families, and veterans who reside in Maryland,
across the United States, and around the world;
2. Providing our students with affordable, open access
to valued, quality higher education; and
3. Serving as a recognized leader in career-relevant
education, embracing innovation and change
aligned with our purpose and sharing our
perspectives and expertise.
visionUMUC will be a recognized leader in learner-centered adult
education, focusing on career-relevant programs that build
the skills, competencies, and capabilities our students need
to realize their professional aspirations. We will transform
ourselves to place student interests first in all things; support
sustained quality academic innovation; and become more
agile, efficient, and effective.
core valuesUMUC’s core values are at the heart of our university’s
culture and guide what we do and how we do it. The core
values were developed to inspire all members of the UMUC
community to reach even greater heights of academic
service and success. Therefore, these core values reflect
the central and enduring tenets that stress that the way
we do things is as important as the things we do. With that
in mind, we have adopted and embrace the following core
values to guide our actions and behaviors:
STUDENTS FIRST
These are the people who make our work possible.
ACCOUNTABILITY
We are each responsible for our overall success.
DIVERSITY
Each individual brings value to our efforts and results.
INTEGRITY
Our principles and standards are never compromised.
EXCELLENCE
Outstanding quality is the hallmark of our work.
INNOVATION
We advance so others can benefit from our leadership.
RESPECT
The rights and feelings of others are always considered.
These core values demonstrate how we treat one another
as employees. They guide our decisions and behavior
to manage ourselves, our teams, and our organization.
Our core values demonstrate commitment to our UMUC
employees and enhance employee effectiveness through
engagement. These are more than a collection of words;
they are the underpinning from which we develop our
culture, our brand, and our approach to learning.
aspirations UMUC clearly recognizes that our individual
and collective work determines the strength and quality of
the student experience. We commit to relentlessly pursuing
an unrivaled and flawless student experience. To fulfill this
commitment, we pledge to:
• Interact with one another and with every student
in a personal, thoughtful, and respectful manner,
despite our size;
• Collaboratively perform our work, recognizing its impact
on our students as the first and foremost consideration;
• Recognize and reward performance that demonstrates
the culture to which we aspire and hold accountable
behaviors that do not;
• Actively seek and encourage new ideas, innovation, and
smart risk taking with the intent of strengthening the
student experience and improving our business results;
• Align the work of the university units worldwide while
fostering internal and external relationships to best enable
student success; and
• Demonstrate passion for the work we do and have fun
doing it.
CULTURAL
confidencei have the
to DREAM
As you go through your day and see the difference UMUC
is making in the lives of our students and how we help
students build better futures for themselves and their families,
jot it down on the pages that follow as a reminder of why
we are here.