Year: 2024
Type: article
Abstract: When Meloney Linder, vice president for marketing and communications at the University of North Dakota (UND; Grand Forks, ND), joined UND six years ago, the university had started to shift its brand from athletics to something more comprehensive, most notably the body of academic excellence that had historically not received significant recognition.A starting point is that UND is the flagship public university in North Dakota.Among the academic programs deserving of recognition are commercial aviation, space sciences, autonomous systems (i.e., drones) and the humanities, including an annual writers' conference in which national literary figures participate."Our tagline with the brand is 'Leaders in Action,'" she says."We needed to do messaging and storytelling through our channels that reinforced and gave people reasons to believe that we are leaders in all areas in addition to athletics."
Source: Nonprofit Communications Report
DOI: 10.1002/npcr.32469
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4402200992