To better understand what the UAB brand represents, how we see ourselves, and set the stage to answer big questions on the horizon, UAB has partnered with an outside marketing and communications agency, Lipman Hearne, to conduct extensive brand research. A high-level view of the planned research is outlined below, and research results will be shared with campus stakeholders. Our goal is to analyze the perception, meaning, and recognition of the UAB brand in its many forms. We also want a better understanding of how our brand connects with our various constituents. This research will be used to help create benchmarks and inform decisions regarding future brand development, including a potential new logo.

On-campus Focus Groups

In January and February 2019, several small focus groups were conducted to engage multiple entities across UAB, including:

  • Health System Executive Leadership
  • School of Medicine Leadership
  • Undergraduate Admissions Staff
  • Graduate Admissions Staff
  • Graduate and Professional Students
  • Undergraduate Students
  • Alumni
  • Staff
  • Deans
  • Campus Executive Leadership
  • Faculty
  • Communications Staff
  • Development and Alumni Staff
  • School of Medicine Faculty
  • Student Affairs
  • Diversity, Equity, and Inclusion
  • Athletics
  • Community Partners

Online Focus Groups

In April and May 2019, online focus groups were conducted to engage a sampling of alumni, prospective students, parents of prospective students, and high school counselors.

Online Surveys

Online surveys were deployed to the following groups:

  • August 19-30, 2019 – UAB alumni
  • September 9-20, 2019 - UAB faculty, staff, and students

UAB Arts Focus Groups

In January 2020, UAB partnered with Birmingham-based New South Research to conduct a series of UAB Arts focus groups.

UAB Brand Research Town Hall

In early February 2020, Lipman Hearne presented research findings in a town hall-style event that was free and open to all UAB faculty, staff, and students.

The UAB Brand Research Committee

A committee of cross-campus representatives was formed in August 2019 to review and discuss UAB brand research outcomes and collaborate on recommended post-research actions. The committee meets regularly through spring 2021. Current committee members are:

  • Advancement - Katie McDowell, Director of Communications
  • Advancement - Rebecca Gordon, Associate VP Development
  • Alumni Affairs - Jennifer Breland, Assistant Vice President of Alumni Affairs
  • Alumni Representative - Nathaniel Wade
  • Alumni Representative - Sam Miller
  • Athletics - Brad Hardekopf, Senior Associate Athletic Director
  • Athletics - Erin Kraebber, Associate Athletic Director
  • Callahan Eye Hospital - Leah Glenn, Communications Marketing Manager
  • Collat School of Business - Molly Wasko, Prof/Assoc Dean
  • College of Arts and Sciences - Mallory Brasseale, Communications Specialist
  • Diversity, Equity & Inclusion - Ashleigh Aldridge
  • Enrollment Operations - Chenise Ryan, Executive Director
  • Facilities - Natalie Merrill, Facilities Communications Manager
  • Faculty - Douglas (Doug) Barrett, Art and Art History Associate Professor
  • Faculty - Stephen O'Connor, marketing professor, Health Services Administration
  • Finance and Administration - Steve Murray, Executive Director Operations
  • New Student Programs - DeeDee Barnes Bruns, Executive Director of Community Recruitment
  • Office of the Provost - Karen Templeton, Director of Communications
  • O’Neal Comprehensive Cancer Center at UAB - Beena Thannickal, Communications Director
  • Organizational Learning & Development - Susan Coan, Executive Director
  • Procurement – Ron Collins, Executive Director
  • Research – Chelsea Crawford, Director of Research Development
  • School of Medicine - Paige Dorman, Executive Director of Communications
  • School of Optometry – Satina Richardson, Communications Director
  • Student Affairs – Patricia (Patty) Martinez, Assistant Vice President of Student Affairs & Director
  • Student Government Association - Tyler Huang, Vice President
  • UAB Medicine - Adrienne Steading, Director of Marketing & Digital Strategy
  • UAB Visual and Performing Arts – Lili Anderson, Executive Director

The following key staff from University Relations support the coordination and facilitation of the committee.

  • University Relations – Rosie O’Beirne, Chief Digital Strategy & Marketing Officer
  • University Relations – Barbara Silor Perry, Brand Manager
  • University Relations – Jim Bakken, Chief Communications Officer
  • University Relations – Amy Bickell, Director of Creative Services
  • University Relations - Annee Cook, Director of Marketing
  • University Relations - Julie Keith, Assistant Vice President of Content Strategy
  • University Relations – Evan Thrailkill, Director of Digital Strategy

Questions and Comments

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