October 10, 2013

Phase two of UAB’s unified branding campaign reaches out to students

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The University of Alabama at Birmingham today launched the student recruitment phase of its unified branding campaign, sharing the “UAB: Knowledge that will change your world” message with future doctors, artists, entrepreneurs and others who will choose from a variety of professional paths that begin at UAB.

The 30-second student recruitment TV spot, which will appear in key markets around the state and region, asks “What do you want to be? What do you want to change today?”

UAB helped answer these questions for sophomore public health major and University Honors Program member Asia Sullivan, who was featured in the TV spot and plans to be a surgical physician assistant.

“Being a student at UAB has given me, not only the knowledge, but the confidence to change my world,” she said. “I chose this career through job shadowing in lots of different medical professions. This was the one that really resonated with me. I know that I belong here at UAB.”

Fall 2013 enrollment at UAB is at a record high for the fifth consecutive year, with a year-to-year total enrollment increase of 3.6 percent, up to 18,568 from 17,999 in the fall of 2012.

UAB President Ray L. Watts stressed the importance of educating potential students with this campaign.

“We have experienced record enrollment for several consecutive years because students fall in love with UAB when they learn what we have to offer,” Watts said. “I expect that trend to continue as word spreads about the amazing opportunities and campus experiences available at UAB.”

The campaign, which for the first time unified UAB’s academic and medical brands, was launched in April with the release of a 60-second TV spot and has been featured in TV, online, billboard and print advertising.

“The importance of having a clear, recognizable brand cannot be overstated,” Watts said. “‘Knowledge that will change your world’ speaks equally to each facet of our mission: the education of our students, who are exposed to multidisciplinary learning and a new world of diversity; our research, the creation of new knowledge; our patient care, the outcome of ‘bench-to-bedside’ translational knowledge; our service to the community at home and around the globe, from free clinics in local neighborhoods to the transformational experience of the arts; and the economic development of our city and state.”

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