UHCL - GradComm

Turning data-driven insights
into creative action

Houston, we have the programs.

Built next to NASA’s Johnson Space Center, the University of Houston-Clear Lake was created to meet a vital demand for trained engineers, physicists, and mathematicians to join the U.S. space program. In 2009, UHCL expanded its mission to include undergraduate education and since then, has expanded to serve nearly 10,000 students a year across 93-degree programs.

Identity is everything.

When UHCL decided to invest in research into their brand, they already knew they had an identity issue. This was confirmed by a report that concluded there was “much work to be done to build familiarity in the home market to distinguish University of Houston-Clear Lake from its competitors.” But what should have been a clarifying exercise into UHCL’s brand turned into creative chaos as UHCL struggled to make sense of the overly complicated report and its many creative (and confusing) recommendations. UHCL needed a partner who was adept at working with outside research and had a track record of turning data-driven insights into creative action. UHCL needed GradComm.

GradComm’s creative team came up with a unifying brand concept built around the idea of “flight” that leveraged UHCL’s legacy of being “NASA’s college”; played on the behavior of its mascot, the hawk; and provided an aspirational foundation for future messaging that could inspire prospects to reach higher, go farther, and keep their sights set on the horizon.

The concept was so successful that GradComm was asked to create a series of social and digital ads and develop several landing pages targeting parents as well as high school, current “applied-not-enrolled,” and regional community college transfer students.

Unspooling the research.

GradComm’s first step was to untangle the Gordian knot of research UHCL had received in order to identify which key insights could be used to drive messaging and a possible new tagline.

A thorough analysis of the provided reports included reconciling over 70 pages of research and data related to the college’s personality and traits, external perceptions of the college, and an analysis of its main competitors.

“Through her education and years of industry experience, Cheryl Broom, CEO of GradComm, has established herself as a leader in higher education communication and marketing. However, it is her strategic mindset that sets her apart from others and will further your organization’s goals and objectives. She is detailed, discerning, and quick to identify opportunities to connect and engage with audiences. These are skills that will serve her well in the messaging research you are undertaking.”

Daniel A. Ramirez

Assistant Vice President for Marketing and Communications
University of Houston-Clear Lake