Case Studies
Marketing works to advance UNH’s mission and its reputation through digital and print communications and media relations outreach across our campuses in Durham, Manchester and Concord. During the last year, marketing and communications efforts were focused on five priority areas: recruitment, advancement, Embrace NH, research and leadership and branding.
Reaching students — that’s what’s behind our recruitment campaigns. Whether we’re looking to connect with undergraduate, transfer or graduate students, in the U.S. or abroad, through direct mail or digital communication, video or print ads, our message regarding UNH’s unique culture and qualities is strong, and it’s the same — you belong here.
Marketing develops communication strategies that support alumni relations, annual giving, donor relations and development efforts, using a broad array of marketing materials and approaches to reach desired objectives. We use print, email, online, social media and video assets to promote a range of strategies and campaigns.
UNH is making a difference in New Hampshire. Our graduates fill jobs that help our businesses thrive and drive the state’s economy. Our groundbreaking research helps solve problems in our communities, across the country and around the world. Marketing is leading the effort to raise awareness regarding UNH’s role in strengthening the Granite State economy and quality of life.
As a top-tier research university whose findings can impact lives, UNH always has compelling stories to tell. Marketing helps share those tales while creating an awareness of UNH’s overall excellence by targeting five strong research areas where we are leaders: ecology and the environment, marine and space science, climate change, American history and vulnerable populations.
Marketing supports UNH leadership through consistent messaging and promotions of the university’s major initiatives, achievements and positions through media relations, public affairs, government relations and advancement/fundraising relations.
Our audio and virtual tours were designed to give prospective students and their parents the chance to get to know UNH before coming to campus. Both can be “taken’” at the viewer’s own pace. The audio tour allows smartphone users to explore 10 key points of interest across campus. The virtual tour shares the UNH experience through classrooms, residence halls, facilities and more.
For the first time, UNH created a communication plan directed specifically for the parents of prospective students. The project focused on the value of a UNH education, from our breadth of majors to job outcomes, and utilized postcards and mails followed by a spectacular brochure that we designed.
Since 1998, the UNH Magazine has been our most effective way to connect with our alumni. Written, edited, designed and photographed by Marketing staff every spring, fall and winter, our publication reaches more than 130,000 alumni as well as community and business partners worldwide. Recent articles featured Richard Haynes, artist and UNH’s associate director of admissions for diversity, the research of Matthew MacManes, whose desert mice subjects are providing clues to dehydration and an in-depth look at a graduate analytics and data science program.
Our creative work with Advancement supports the annual giving team during its yearly 603 Challenge. This year, the online alumni giving campaign raised over $1.2 million from more than 7,000 donors during its five-day run. Marketing’s efforts involve the creation of all campaign materials and collateral, along with the UX design and development of a campaign website that features real-time donation results and a sortable leaderboard.
This semi annual publication answers the question, “Does my donation make a difference?” Marketing staffers write, edit, photograph and design the piece that shows the response is bigger than a simple yes. With stories on such things as bequests that support the Shoals Marine Lab and Northeast Passage’s therapeutic recreational program, donations to Paul College’s FIRE program for first-year students and Athletics’ Walk of Memory, IMPACT offers proof that every gift matters.Which is why Marketing worked with colleagues in development and donor relations to identify stories that show the results of donors who support UNH every day.
In May, Marketing hosted its annual “UNH Day” at the New Hampshire State House. Twenty-two programs from across campus brought UNH to the state capital in Concord to demonstrate the many ways the state’s flagship research institution drives the Granite State’s economy and strengthens our nation-leading quality of life. More than 150 lawmakers and staff attended.
This high-level publication showcases the impact of some of the research that has helped shape UNH’s national reputation. The fifth annual edition featured stories on the many public and private partners whose work addressed challenges in their communities and industries. From preparing at-risk high school students for college to a small restaurateur who supports aquaculture research to a Vietnam veteran who overcame PTSD, UNH research is making a difference.
When UNH talks about its research reputation, the hard science is there to back it up: in January 2019, the Carnegie Classification of Institutions of Higher Education designated the university an R1 category, placing UNH among 130 of the top universities in the country for “very high research activity.”
The Research on the Edge advertising campaign, targeted to university peers and other key influencers, continues to spread awareness regarding UNH research excellence by offering snapshots and statistics on what sets UNH apart — like the more than 20 NASA satellites that carry research from our Space Science Center, and our role in the international goal of mapping the entire seafloor by 2030.
Enhance student success and well-being. Expand academic excellence. Embrace New Hampshire. Build financial strength. These critical areas of concern, set by President James W. Dean, will guide the university’s success today and into the future, and help us to reach the overarching aspiration to be among the top 25 public universities in the country in the most important measures of academic performance.
