Learning with Purpose
Learn about why we need a messaging system, the process used in developing it and some guidelines for using it below.
A messaging system establishes a coherent theme for storytelling and marketing messages. This allows for consistency in the broad sense but also adaptability for specific audiences and situations.
The messaging system includes intentional concept and language choices, specific talking points, a general description of the university and the tag line.
Great brands are built on consistency. UMass Lowell has risen on the strength of a “one university, one brand” strategy. By collecting our many strengths under one banner, we build long-term value and recognition for every stakeholder of UMass Lowell.
The UMass Lowell brand standards are developed and implemented by the Office of University Relations, in consultation with the 2020 Marketing Committee and the executive cabinet. They are based on extensive market research, focus testing and industry best practice.
These concepts form the basis for the messaging system:
University Relations is happy to work with you to create materials with The World in Your Hands as the core message. This message system is flexible, but its success ultimately depends upon well-told personal stories. You must show hands-on learning and scholarship in action, in the world. Abstraction will not do.
Tagline: Learning with Purpose
We preserve the university’s existing tag line, Learning with Purpose. It should be used as a graphic element in conjunction with the university logo, not as a headline or in marketing text.
The elevator speech (so named because it can be completed in the length of an elevator ride) provides a short description of UMass Lowell:
UMass Lowell is among the most innovative universities of the 21st century. Our students fit the public university ideal: Hardworking, curious and determined to make a better future for themselves and their communities. Our academic programs—mixing the best of hands-on and classroom education—are designed to produce skillful graduates who are leaders and innovators. Our accessible price enables every driven, talented student to realize their full potential. That’s learning with purpose.
Boilerplate Description of UMass Lowell
This description is used on all UMass Lowell press releases and would be appropriate in any document requiring a short overview statement:
UMass Lowell is a national research university located on a high-energy campus in the heart of a global community. The university offers its more than 18,000 students bachelor’s, master’s and doctoral degrees in business, education, engineering, fine arts, health, humanities, sciences and social sciences. UMass Lowell delivers high-quality educational programs, vigorous hands-on learning and personal attention from leading faculty and staff, all of which prepare graduates to be ready for work, for life and for all the world offers.