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University of Iowa News Release

Aug. 31, 2006

Note: Click on images below for larger PDF versions of the Be Remarkable ads

UI Launches 'Be Remarkable' Campaign To Tout, Encourage Achievement

The University of Iowa today kicks off a new marketing campaign to cite the university's achievements and to inspire current and prospective students, faculty, staff and alumni to build on its tradition of leadership and service.

UI Interim President Gary Fethke said the campaign's core message, "Be Remarkable," is both a bold statement about aspects of the UI that distinguish it as a major research university, and a challenge to the UI community -- and to those contemplating joining the community as students or employees -- to aspire to greatness.

"Our internationally known programs, top-notch scholars, groundbreaking discoveries, and dedication to service are nothing to be modest about, and the 'Be Remarkable' campaign offers a chance to tell our stories," Fethke said. "It also provides an opportunity to affirm our commitment to diversity, engagement, inquiry, and other values."

The campaign got its start in 2005, when the university hired the Cedar Rapids-based Henry Russell Bruce (HRB) agency to develop a branding platform that could be used in marketing and communications. HRB created the "Be Remarkable" tagline, graphics, advertising concepts and strategies, as well as other tools for the campaign.

After the university's deans and top administrators approved the campaign earlier this year, the UI Office of University Relations (OUR) identified advertising and other communication vehicles for promoting the message. Additionally, OUR developed several tools, including a "Be Remarkable" web site - http://www.uiowa.edu/be-remarkable/ -- with downloadable logos and graphic standards, that allow colleges, departments and programs to adapt the message to promote their own areas of academic and research excellence.

For instance, "Be Remarkable" print ads currently appearing in college guides and community college newspapers are aimed at prospective students and tout distinctive qualities of the UI campus, including "Remarkable Energy" (with a photo of enthusiastic Hawkeye fans), "Remarkable Returns" (featuring a graduation ceremony) and "Remarkable Classrooms" (featuring students taking part in field research).

Colleges and academic programs are encouraged to develop messages that speak more directly to their target audiences and specialties.

Radio and television commercials will further highlight the UI's outstanding programs, its opportunities for students, the service it provides as a resource for Iowans and its national reputation.

"The real strength of the tagline 'Be Remarkable' is that it conveys so much in so few words about the University of Iowa as a place of high achievement and endless opportunity," said Scott Ketelsen, OUR associate director for marketing communications. "Iowa is a place that accomplishes great things, and where people can come to achieve great things. We believe 'Be Remarkable' captures that quality of the school perfectly."

STORY SOURCE: University of Iowa News Services, 300 Plaza Centre One, Suite 371, Iowa City, Iowa 52242-2500.

MEDIA CONTACT: Steve Parrott, 319-335-0552, steven-parrott@uiowa.edu.