Why Be remarkable?
In developing the Be remarkable campaign, the University sought a theme broad enough to describe the institution as a whole, yet customizable to meet the marketing and communications needs of individual units. This campaign celebrates the breadth and strength of the University's historical and contemporary achievements, underscoring its remarkable record and remarkable promise.

The Be remarkable tagline also emphasizes opportunities associated with the University. It describes the aspirations of individual students, faculty, staff, and alumni, and acknowledges that each individual has a role in the University's mission.

Is this an advertising campaign?
TV, radio, print, and other advertising are part of the campaign, but the Be remarkable message also appears in University publications, on web sites, and in other venues.

How was this campaign developed?
In 2005, the University contracted the Iowa-based advertising agency Henry Russell Bruce (HRB) to develop a branding platform that could be used in marketing and communications. HRB created the Be remarkable tagline, graphics, advertising concepts and strategies, and other tools for the campaign.

Market research across Iowa and in other locations across the country asked people to rate various taglines and other campaign elements. Be remarkable generated positive responses.

In early 2006, HRB and the Office of University Relations presented the campaign to University administration, including vice presidents and deans, who approved the concepts and goals. Communications, external relations, fund-raising, and marketing professionals from throughout the University also offered their feedback.

The Be remarkable campaign officially debuted in September 2006, when it started appearing in advertisements, on the University’s web site, and elsewhere.

Does the University really need to market itself?
Marketing can be a controversial topic in higher education, since a university isn't a product like toothpaste or running shoes. But more and more schools are developing marketing or branding campaigns to help meet institutional goals.

Admissions is one area where marketing is essential, and many Be remarkable advertisements are geared to prospective students. The University wants to maintain a diverse, academically promising student body, and marketing helps achieve those goals in drawing students from across Iowa and out of state.

The University of Iowa strategic plan, The Iowa Promise, outlines the University's aspiration to become one of the 10 most-distinguished public universities in the nation. The Be remarkable campaign supports that goal by emphasizing the University's top-notch education and research programs, its commitment to public service, its economic development initiatives, and other strengths.

How much is the University spending on this?
The University paid the Henry Russell Bruce agency about $31,000 to develop the original campaign concepts. The total cost of the campaign will depend on how the University and its individual colleges, departments, and programs use it.

The Office of University Relations typically budgets about $100,000 each year for University of Iowa advertising. Throughout the campaign, ads purchased with these funds will carry the Be remarkable message.

Other units with their own advertising budgets also may use the Be remarkable message. The campaign provides an adaptable framework for marketing, so that individual units won’t have to spend the time or money to develop new concepts whenever they choose to advertise.

How long will this campaign last?
Branding campaigns like this one usually last two to five years. Once complete, the Be remarkable campaign should offer a model for similar future projects.

What’s the purpose of this web site?
This site provides basic information about the campaign and examples of remarkable people and programs at The University of Iowa. It also offers a portfolio of advertisements and other campaign initiatives, as well as information and resources for communications professionals across campus.