University of Tennessee launches first phase of system marketing campaign

The University of Tennessee last week launched its first systemwide marketing campaign in 12 years to raise awareness about the work of campuses across the state.

The campaign budget is now $300,000, comprised of private fundraising and investment income. A first phase costing $220,000 will run through May, and more phases are planned for fall 2018 and January 2019. Additional fundraising is underway.

“It’s trying to find ways we can talk about things we’re doing in every community throughout the state that people don’t realize,” said Tiffany Carpenter, associate vice president for communications and marketing for the UT system. “A lot of times when you hear ‘UT,’ you think of a college campus.

“You don’t think of your local law enforcement officer who just underwent active shooter training through the Institute for Public Service or how your farmer down the street has people from the Institute of Agriculture help with their water quality so their dairy cattle have better water.”

The campaign, titled “Everywhere You Look, UT,” has been in the works for at least the last year and is intended to increase recognition and awareness of the statewide, connected nature of the UT system.

It launches with a series of billboard, radio and social media advertising across the state.

“Everyone in East Tennessee usually thinks of UT and they think UT Knoxville,” Carpenter said. “They don’t understand or they’re not aware we’re in all 95 counties or we’ve got four campuses across the state. The campaign was really created to bring more awareness to the system and as an opportunity for us to foster recognition and appreciation of all the different things going on across the state through different UT entities.”

The campaign is the first system-level marketing effort since 2006, according to a university announcement.

“Criticism and scrutiny are facts of life for a public institution as visible and consequential as the University of Tennessee, and I believe this will be a highly engaging, highly effective campaign to remind our stakeholders of the vast good done by their university for Tennesseans,” UT President Joe DiPietro said in the announcement.