Scranton Launches Undergraduate Marketing Rebranding

In today's fast-paced digital world, a strong brand identity is more crucial than ever. The University's new undergraduate marketing rebranding is not just a refresh; it's a celebration of what makes Scranton truly unique. The tagline "Uncommonly US" personifies the distinctive characteristics that set Scranton apart. As the new branding statement reminds us, "It's what we have in common that makes US so uncommon."

This rebranding effort is the result of a yearlong collaboration between Enrollment Management, External Affairs, and external experts, with input from the entire University community. Grounded in extensive research, the new brand campaign emphasizes individualized care, community belonging and lifelong success, while translating Scranton's Jesuit heritage to appeal to a diverse audience.

"The 'Uncommonly US' campaign represents more than a refreshed look for our admissions publications; it's a celebration of what makes The University of Scranton truly distinctive," said Shannon Zottola, vice president for enrollment management. "At Scranton, we combine exceptional academics with a community deeply rooted in Jesuit values, offering students a transformative experience where every individual is valued and cared for. This campaign reflects our mission to invite future Royals into a place where they can grow, thrive and leave ready to make an impact on the world."

The University collaborated with the national firm Creative Communication Agency (CCA), which was selected through a request for proposal (RFP) process that included several other national firms. The project's goal was to create a compelling and memorable brand for Scranton that resonates with today's college-bound students.

An essential part of the research and listening phases involved exploring insights into the understanding and awareness of Scranton's Catholic and Jesuit mission and identity among prospective students, their parents and high school counselors. The campaign explains and explores critical aspects of Scranton's Catholic and Jesuit mission to get at goals, objectives and values that are important to today's students and parents.

The brand positioning strategy has four main elements: Emphasize individualized care, community belonging and lifelong success; translate Scranton's Jesuit heritage to appeal to people of all faiths and none; make the University's academic value proposition more explicit; and position Scranton as a dream school where students want to be - a university that consistently ticks all the boxes for this generation.

The result, "Uncommonly US," rests on five "pillars" that are explained through words, images and graphics in the new Viewbook (a selection of pages is shown below, and the cover is inset above).

• "Best of" Is Our Norm
• No Opportunity Too Big for a Scranton Grad
• Go Forth for a Better World
• The Friendly Royals - No Crowns Needed
• Dream Campus - Electric Destination

In addition to the Viewbook, the rollout of the new brand includes other key admissions publications such as the Travel Brochure, Search and School Counselor mailers, the Acceptance Packet, and brochures that highlight important topics for prospective students, including our location, financial aid and affordability, and outcomes.

"'Uncommonly US' beautifully captures the spirit of community at the heart of what makes Scranton exceptional," said Gerald Zaboski '87, G'95, senior vice president for the Office of the President. "The strength of the campaign lies in its authenticity. It brings into focus the experiences of our students and alumni and the deep mission commitment that drives our faculty, staff and administrators."

The undergraduate rebranding project is already starting to influence other University materials. We are currently developing a new approach to graduate admissions and marketing inspired by the "Uncommonly Us" campaign. In the coming weeks and months, you'll see changes on the University's website that reflect the visual style of this campaign. Additionally, banners featuring themes from the "Uncommonly Us" campaign will be installed on light poles throughout the campus.