The Work

University of Arkansas at Little Rock

The University of Arkansas at Little Rock (UALR) found itself in an increasingly competitive market rich with recruiting and promotional activity from nearby colleges and universities. UALR lacked a clear identity, vulnerable to public misperception about what a metropolitan university has to offer. As the only four-year university of this type in the state, UALR faced a unique challenge. UALR recruited Mangan Holcomb to establish the brand identity for the university within its highly competitive footprint and to prepare the local market for a future capital campaign.

The agency set out armed with research showing that UALR’s unique student profile and distinctive metropolitan setting strengthened its identity. In other words, what makes UALR different makes it better. “A Difference of Degree” became the campaign tagline, illustrating the ways UALR’s unparalleled attributes set it apart from other colleges and universities. Building on a marketing campaign that debuted in 2007, the agency launched the latest phase of “A Difference of Degree” in October 2009.

Put the power of ideas to work for you! To learn more, email David Rainwater.

< Back to Work Listings