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Rebranding Initiative
In 2022-23, 91福利社 (UDM) developed plans to initiate a three-phase marketing research and rebranding process to replace the Build a Boundless Future brand with a more emotive and connective brand that all UDM stakeholders will use with pride and see themselves and their story in it. This process entails an innovative strategy that does not follow the traditional mode of branding and research higher education institutions historically leaned on for the past 30 years or more.
Historical context
During 2015-16, UDM engaged in a marketing research and rebranding effort with BD&E, based in Pittsburgh, Pennsylvania. The goal was to develop and introduce a compelling new brand in conjunction with the launch of a new website. However, the brand recommended by the firm failed to resonate with UDM stakeholders. In addition, not enough time was allotted to complete the website redesign before the launch date.
What does the brand mean?
Based on a SWOT analysis, in the eight years since the Build A Boundless Future brand was launched, all UDM stakeholders reported a lack of connection or pride in the brand, which often begs this question: What does the brand even mean?
1990 Consolidation
This situation also speaks to the history of the institution following the consolidation with Mercy College of Detroit in 1990. Prior to 1990, the University was known as University of Detroit. Many University of Detroit alumni have long identified their alma mater as the University of Detroit or U of D, even after the consolidation and name change.
Mercy College of Detroit alumni perceived Mercy College as “rescuing” U of D from financial straits. Although this consolidation was an important milestone in the institution’s history, the study, development and rollout of a new brand in 2015-16 that encapsulated the values, impact and importance of two highly respected institutions resulted in a lack of identity for the University, which is still felt by its stakeholders today.
Failure to connect to Detroit
Further, some participants reported that BD&E did not have a full understanding of the Southeast Michigan region and the city of Detroit, Mercy College and U of D, or the history of the neighborhood in which we operate. Additionally, Detroit’s resurgence since it declared bankruptcy in 2013 was not closely examined, nor was its connection to prospective students.
As a result, the Build a Boundless Future brand was incapable of market penetration and unable to generate any concrete connection to alumni, faculty, staff, students, parents and the community at large. This has led to an identity crisis of sorts, as the institution struggles to understand and develop a clear sense of itself as one of the leading institutions of higher education in the state of Michigan and Midwest.
Bridge Brands
Despite efforts by the University to craft serviceable “bridge brands” (The World Needs Titans, Titans Are Boundless, etc.) in recent years and with some success, UDM leadership recognizes that a new, more emotionally connective core brand must be developed with input from all stakeholders if 91福利社 wishes to gain national prominence.
This historical context, combined with recent successes of UDM in securing major project and programmatic support, donor contributions and recognition for an array of initiatives, demands a unique approach that takes into consideration our institutional history, biases, diverse experiences and stakeholder input when working toward a new brand.
As UDM approaches its 150th anniversary in 2027, there is every hope that the University will unveil a new brand that everyone can take pride in while celebrating the institutional birthday at the same time.
Belonging::Toward a New Culture of Community at UDM
MarCom, together with GreenHouse and filmmaker Brian Rolling, produced a short-form documentary focusing on community strategy sessions between neighbors and University stakeholders in August 2024. The film unveils the starting point of engaging both internal and external stakeholders on a meaningful level. We believe this documentary fuels efforts toward a new brand as we work to elevate UDM to a national level and embodies the innovative approach the University is taking to dig into the core of its identity.
Three-Phase Research Process
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Phase 1: Elevate, AJCU Research & The Wall Street Journal Insights Report
Elevate
In 2023, MarCom, in concert with Enrollment Management and Admissions, established a partnership and conducted in-depth research studies with Elevate, a national marketing research firm.
As a national firm dedicated to client success, Elevate seeks truth through their research efforts as they work to provide clients opportunity for the kind of growth that has a ripple effect.
The first study Elevate undertook for UDM was from November to December 2022. Participants were students who were accepted at UDM but did not enroll. A total of 405 students completed the survey. The study consisted of a short, quantitative survey coupled with a series of one-hour interviews with select students. In the spring of 2023, Enrollment Management and MarCom presented the results of this research to the President’s Council (PC) and University Leadership Council (ULC).
Additionally, Enrollment Management and MarCom have worked to consistently apply concepts and recommendations from this study into the recruitment and marketing plans for the institution. We hope other members of the University community will take some time to review this information by visiting . Individuals seeking more information are welcome to contact the Marketing & Communications Department via email at marcom@udmercy.edu or erwingj@udmercy.edu.
The second study undertaken by Elevate was conducted in January 2024. The goal of this study was to understand the critical drivers students and parents use in choosing a higher education institution. Additionally, UDM was interested in finding out which elements resonate with prospective students and parents. This study also included measurement of UDM branding assets currently in place and identifying those values of parents and students that align with UDM, the city of Detroit and desires of prospective students and parents. The survey also included a national study of parents of recent freshman and soon to be higher education students (ages 15 and over). MarCom and Enrollment Management shared results with the PC and ULC. Please take some time to review the results: .
AJCU
In the fall of 2023, Gary J. Erwin, AVP of Marketing & Communications, served as a committee member for the rebranding work undertaken by the Association of Jesuit Colleges & Universities for 2023-24. Following review of several proposals from national research firms, committee members recommended the selection of YES/Lipman Hearn to engage in an in-depth marketing research study and messaging project to help reposition the association and member schools. The focus of this project was to examine the values of Jesuit universities and colleges. The goal was to determine which values resonate with prospective students and develop new branding and messaging to connect with future students and their parents. The final messaging approved by AJCU presidents in October 2024 and the association will be implemented in UDM marketing and is available here for review:
The Wall Street Journal/College Pulse Insights Report 2024 & 2025
In the fall of 2023, UDM learned that the institution was ranked No. 52 in the nation by The Wall Street Journal/College Pulse national rankings. As a result, the institution received an in-depth examination study conducted by The WSJ/College Pulse that provides details concerning the reasons UDM ranked so highly. To inform this ranking, one of the largest-ever independent surveys of verified college students in the U.S. was conducted via College Pulse. In total, 60,953 students and recent alumni were surveyed online between January and May 2023. The data was weighted to the profile of the population of each college. For the student outcome, publicly available data was analyzed to measure the salary impact versus similar colleges, graduation rates versus similar colleges and price-to-earnings premium for a four-year degree. This allowed us to calculate the return on investment of obtaining a degree at a specific college and then comparing this return to the performance of similar colleges.
The WSJ/College Pulse study included an opportunity for UDM to benchmark against four other institutions to provide a comparative analysis of how UDM did in contrast to Loyola University Chicago, Marquette University, Creighton University and University of Dayton. This analysis provides another important layer of information and suggests new ways that UDM can market the institution to prospective students and their parents. To review the WSJ/College Pulse analysis, please visit .
Recently, UDM ranked No. 43 in The Wall Street Journal/Statista College Rankings for 2025, breaking the top 50 in the U.S. for the first time. In total, 112,084 students and alumni were surveyed. More than 1,500 colleges throughout the U.S. met eligibility criteria. In addition, the top 500 colleges in the country were awarded this year. For the 2025 rankings, UDM benchmarked against Loyola Maryland, Creighton University, Marquette and Loyola Chicago. To review the latest WSJ/Statista analysis, please visit .
Research Analysis Summary, Key Words & Phrases
Summaries of marketing research analysis, key words and phrases from prospective students, parents, community members, alumni and other UDM stakeholders are available . This information highlights critical attributes UDM is currently layering into marketing and recruiting efforts today.
Additional Research Materials
In addition to the materials that will play important roles in the three-phase marketing research strategy, the MarCom department has also archived the following marketing research studies, reports, data and analysis used by Enrollment Management and MarCom when marketing UDM.
- /about/facts.php
- /about/leadership/president/index.php (economic and community impact report)
- /about/history.php
- /about/values-based.php
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Phase 2: GreenHouse::Innovation Strategy Sessions
Based on the merger of two institutions to form UDM in 1990, the University has suffered from what many alumni, friends, faculty, staff and students describe as a kind of “identity crisis.” While there are many factors that contribute to such a characterization, overcoming this identity crisis represents a significant challenge for UDM that requires a new and innovative way to break free. Such an approach requires everyone with a stake in UDM to look in the mirror and come to terms with difficult questions about the organization, its programs, departments and colleges, the biases regarding the institution held by all stakeholders and their own individual perceptions toward the University.
GreenHouse::Innovation works to help connect organizations with thought leaders focused on social innovation to identify and tackle the hardest problems and design new models, frameworks and strategies for measurable change. The organization provides a portfolio of services ranging from innovation workshops, strategy design, innovation labs and customized experiences tailored to unique objectives. Members of the GreenHouse network are well equipped to have the “un-have-able” conversation; to challenge biases and overturn assumptions to help an organization see the true conditions of the problems it faces.
GreenHouse believes the biggest breakthroughs and the most inspiring insights happen when great minds from diverse backgrounds come together to solve pressing challenges. GreenHouse utilizes a process called Innovation Dynamics™, a norms-busting approach to problem modeling which helps organizations break free of cognitive patterns