Spring Break
URI offers new design for Web site
Tyler Will
Issue date: 9/19/08 Section: News
09/19/08 - Upperclassmen at the University of Rhode Island may have noticed a new look when they type "www.uri.edu" into their browser address bar.
Linda Acciardo, the director of communications and marketing at URI, said the renovated site is part of the branding initiative - which costs more than $80,000 - a measure started two years ago so URI could "present itself more boldly and loudly in the marketplace," she wrote in an e-mail.
The need to market itself, Acciardo said, came from regional demographic trends, which suggest there are less high school graduates, and the university needs to help secure a future student body.
A four-word slogan, "Think Big We Do," greets students who access the university Web site. "It represents the bigger World that exists and that URI is committed to helping you reach your goals," Acciardo said. "I get the impression that the university is thinking both on a local and planetary level."
Acciardo said a 23-person committee who researched perceptions of the university and developed a position statement generated the idea behind the branding initiative. Acciardo co-chaired the committee with URI business professor Ruby Dholakia.
"That positioning statement describes the university as a preeminent institution with a global reach that offers an intimate caring environment, as reflected in the statement, 'Small beautiful campus. Large Global thinking'," Acciardo said in an e-mail. The slogan is also meant to portray a learning environment that refines students.
The research contributed to the "Think Big We Do" slogan, and Acciardo said the committee tested it with different audiences, with the goal to make broad appeal to prospective students, alumni, business leaders, and government officials among several others.
Dholakia cited the research base and laissez-faire attitude for the success of the meetings.
"Both Linda [Acciardo] and I had opinions but we did not let that influence the decisions," Dholakia said. "The most positive part of the process was that [URI] President [Robert L.] Carothers, as the highest decision maker, asked the right questions and did not attempt to influence us in any specific ways."
Linda Acciardo, the director of communications and marketing at URI, said the renovated site is part of the branding initiative - which costs more than $80,000 - a measure started two years ago so URI could "present itself more boldly and loudly in the marketplace," she wrote in an e-mail.
The need to market itself, Acciardo said, came from regional demographic trends, which suggest there are less high school graduates, and the university needs to help secure a future student body.
A four-word slogan, "Think Big We Do," greets students who access the university Web site. "It represents the bigger World that exists and that URI is committed to helping you reach your goals," Acciardo said. "I get the impression that the university is thinking both on a local and planetary level."
Acciardo said a 23-person committee who researched perceptions of the university and developed a position statement generated the idea behind the branding initiative. Acciardo co-chaired the committee with URI business professor Ruby Dholakia.
"That positioning statement describes the university as a preeminent institution with a global reach that offers an intimate caring environment, as reflected in the statement, 'Small beautiful campus. Large Global thinking'," Acciardo said in an e-mail. The slogan is also meant to portray a learning environment that refines students.
The research contributed to the "Think Big We Do" slogan, and Acciardo said the committee tested it with different audiences, with the goal to make broad appeal to prospective students, alumni, business leaders, and government officials among several others.
Dholakia cited the research base and laissez-faire attitude for the success of the meetings.
"Both Linda [Acciardo] and I had opinions but we did not let that influence the decisions," Dholakia said. "The most positive part of the process was that [URI] President [Robert L.] Carothers, as the highest decision maker, asked the right questions and did not attempt to influence us in any specific ways."
