University of Baltimore

At a critical juncture in its history-- under new leadership, about to complete long-awaited campus improvements, poised to become a 4-year university-- the University of Baltimore required the guidance of experienced marketing professionals to guide its transformation—providing powerful and effective messaging for a variety of audiences. Profiles was selected tor its fine reputation in the field of media relations (and its extensive network of media contacts) to handle University public relations in 2004.

Owing to its success with media relations efforts and its demonstrated understanding of the University’s future vision, Profiles was also asked to participate in the bid process for a University re-branding effort. The Profiles team, supplemented with selected resource experts in marketing strategy, conventional and non-conventional media, and on and offline creative was awarded the business in 2005

Profiles was also contracted to plan and execute a series of opening events for the University’s new Student Center building (Spring, 2006.)

Media Relations
Profiles comprehensive media relations services included securing coverage through press releases, pitch letters, calendar listings, media alerts, creative media drops and personal follow-up. Profiles developed effective messaging for the media and secured news coverage of UB’s Lower Division Initiative, plans for campus revitalization, new academic initiatives, cultural events and more.

Results: News and features coverage of the University of Baltimore has appeared in The Baltimore Sun, Baltimore Examiner, Jewish Times, Baltimore Messenger, Owings Mills Times, Towson Times, Baltimore Times, Baltimore Business Journal, The Daily Record, The Baltimore Examiner, City Paper, and Woodlawn Villager. Coverage and interviews have aired on WBFF-TV, WBAL-TV, WMAR-TV, WJZ-TV, WBOC-TV, WMDT-TV, and WYPR-FM.

Branding
The branding campaign developed for University of Baltimore was designed to reach out to prospective students and educate them about the University’s flexibility, depth of curriculum and unique student body. The re-branding initiative includes reality television spots, featuring “A Day in the Life” of a UB student and a Web video library of continual “episodes,” radio and outdoor “teasers” to promote upcoming episodes, a micro site devoted to the episode library, blog with a diary of the student’s life and access to information on enrollment, curriculum, finances and careers­--all built around the new University tagline, “Knowledge That Works,” as well as a re-designed UB logo and graphic identity using a lowercase font with blue as the primary color and green as secondary color.

Student Center Opening Events
Events at the University in April, 2006, titled “Spotlight UB” emphasized the messages of the branding campaign, programmatically and visually drawing attention to the breadth of UB’s offerings and to the school’s new graphic identity.

Approximately 500 people attended the grand opening ceremony of the Student Center, including the Mayor, members of the City Council, state delegates and other VIP’s.

University of Baltimore has been a client of Profiles since 2004