UMass Boston launches new marketing marketing campaign

The University of Massachusetts Boston wishes you to know far more about what it phone calls the city’s “best held secret”: by itself.

That is the thrust of a new model and internet marketing program, to be announced Monday, that frames Boston’s only community analysis university as a modern-day institution completely ready to tackle the troubles of the long run.

UMass Boston’s title as the most varied college in New England is central to the marketing campaign. With a university student system that hails from about 140 international locations and where 60 p.c of learners have mothers and fathers who did not go to higher education, UMass Boston signifies the future of larger training in Massachusetts, and in the United States, mentioned Chancellor Marcelo Suárez-Orozco.

“That range is a lovely canvas that tells the human story in the 21st century,” mentioned Suárez-Orozco. “We are living in a world that is ever much more interconnected, and that entire world life in our quad, our corridors, our lecture rooms, our laboratories, and our dorms.”

The campaign calls UMass Boston a college “for the situations,” 1 that works to tackle the defining worries facing the earth right now like climate alter — a significantly urgent difficulty for the oceanfront campus.

“This is a area wherever our scholars, our researchers are doing the job pretty carefully with communities to get in front of a crisis,” said Suárez-Orozco. “So I think mainly because of our geography, for the reason that of our historical past, since of our demography, we are a university for the instances.”

New emblem for UMass Boston.Courtesy of UMass Boston

UMass Boston’s new manufacturer will come all through a time of alter for the university, which is at this time reworking its campus with an ongoing huge-scale construction venture to develop a new quad. New management has also joined the university in the earlier two several years, with Suárez-Orozco getting about as chancellor in 2020 and Joseph Berger assuming the role of provost and vice chancellor for tutorial affairs in 2021.

As better education and learning results in being an progressively competitive current market, the rebranding is also an energy to bring in potential pupils to UMass Boston. The faculty opened its initially on-campus dorm in 2018 and has worked to draw college students from past its longtime base of community commuters.

“We’re endeavoring to proceed to increase international students and students from the Northeast,” said Suárez-Orozco. “We think we have this little hidden jewel. … And we will need to tell the story greater.”

The branding campaign will be promoted on billboards and in broadcast, social, and print media. Suárez-Orozco expressed excitement at the new possibility for UMass Boston to demonstrate what the upcoming of increased instruction should appear like. The hard work will charge $1.5 million, the college mentioned.

A focal position of the marketing campaign is the university’s new emblem, which now prominently features its mascot, a beacon. Suárez-Orozco stated the addition signifies UMass Boston’s function as a leader in city larger instruction.

“In troubled situations, the beacon illuminates,” he mentioned. “The beacon demonstrates the way to a superior, safer, more healthy, a lot more democratic, a lot more engaged future.”

Annie Probert can be arrived at at [email protected].