The are lofty and as varied as the people who learn at, work for and provide support to educational institutions across the globe. Career readiness and higher lifetime incomes. The knowledge and ability to adapt to a changing world. Improving the economic and societal wellbeing of our communities.

But how, exactly, does the University of Louisville ensure these benefits are delivered and realized? What are we, the Cardinal Family, working to accomplish? And why should people care?

These are questions the Office of Communications and Marketing aims to answer through the brand evolution initiative now being shared with the campus community and slated to launch to external audiences via an integrated marketing campaign beginning in early 2022. At the direction of the Office of the President and in support of the university strategic plan, UofL has refreshed its identity to include the addition of a and messaging guidelines to complement the existing core brand .

“People want to engage with brands — with organizations and businesses — that stand for something. In order to remain competitive, we need to differentiate UofL and help people better understand who we are, how we’re unique, and what we stand for — our ‘why,’ ” said Kim Butterweck, executive director of brand and marketing for OCM. “Our brand framework is the roadmap for expressing UofL’s noble purpose in a memorable way and ensuring the experience we provide to our students and other constituents aligns with that ‘why.’”

Through extensive market research, OCM and creative partner uncovered the emotional core of the UofL brand and then articulated the primary benefit the university provides. This forms the foundation of the brand communications framework, and aligns with the university’s mission and vision: UofL is a vital ecosystem that creates thriving futures for students, our community and society.

There are three primary message points, or pillars, that support this brand positioning and highlight our competitive advantages:
• Redefining Student Success: UofL invests in the whole student to unleash their potential and prepare them for the careers, workplaces and complex challenges of tomorrow.
• Research and Innovation Powerhouse: UofL creates and applies knowledge that improves lives.
• Premier Metropolitan University: UofL is dynamically connected to the local and global community.

“We are one university and we should be speaking with one voice,” said Erica Walsh, OCM’s director of marketing. “Our new communications framework and messaging guidelines will ensure a consistent voice, tone and personality across university communications moving forward. It also allows us to more easily show what sets UofL apart and helps create meaningful connections with our audiences.”

Throughout the summer and fall of 2021, OCM hosted several workshops to share UofL’s new brand positioning and messaging with key faculty, staff and students. These sessions also included the rollout of phase one of an extensive across campus and coincided with the formation of the UofL Brand Council. Comprised of the top-level communicators in each school/college and key administrative units, the Brand Council is responsible for developing and managing communications and marketing strategies to improve overall brand awareness, perceptions and engagement.

“The power behind the UofL brand lies with those on campus making things; creating brand opportunities that reflect and amplify the values of the institution,” said Brian Faust, creative director for UofL. “Unit marketing needs are really diverse, so we worked to find commonalities among those needs to develop a roadmap for branded templates and assets. We have been fully committed in this process to providing more tools, training and resources for the folks doing this difficult work. In the end, it helps all of us — as well as the university.”

Information sessions are available for faculty, staff and students as the brand evolution initiative continues, leading to the launch of the university’s new marketing campaign, “Here and Beyond,” early next year. Virtual sessions are scheduled for , and . Visit the listings on the  for more information and to register for a session.�� 

The Great Places to Work workgroup is comprised of a number of subcommittees, including climate and culture; professional development; compensation, salary and benefits; onboarding, retention, recruitment, hiring and workflow; and transparency.

The Great Places to Learn workgroup is examining three questions to guide its work: what do we do well; how do we build on these successes; and what opportunities should we consider for the future.

The learn workgroup has held two meetings thus far to pore over data such as graduation and retention rates. The group will start meeting once every week to turn around the final report, which is due in May.

The Great Places to Invest workgroup is also considering those same three questions to guide discussions. An to senators asking for their input.��

A list of all three workgroups is now available on the .��

Like the Faculty Senate before it, the Staff Senate reviewed a Values Statement that was created in the fall of 2017 under the Provost’s Budget Advisory Committee. The purpose of the statement is to ensure UofL’s values and principles drive budgetary decisions and not vice versa. The BAC has since been disbanded, but the senates have moved forward to approve the statement nonetheless to inform President Bendapudi about who we are as we go through the Strategic Planning process. The statement – – was approved by the Staff Senate.��

Carcyle Barrett led a discussion about the Staff Senate Bylaws. The document was originally created in 2016 and updates are currently under consideration. Beyond this initial discussion, the Bylaw changes will require three readings before a vote is held. The document as it exists now, with track changes, is .��

Brian Buford from HR provided an update on his new role aimed at leading new professional development opportunities for employees. He said this role aligns with the Great Places to Work objective and asked members of the senate to provide input on what they want to see to bring this goal to fruition. Senators provided feedback such as ensuring living wages are available for those who have been here the longest, supervisor training and offering professional development opportunities for employees across campus and not just those in departments that have bigger budgets.

“Professional development without an opportunity for advancement is hollow,” Chair John Smith said.

A kickoff to the new staff mentoring program will be held within the next week, Buford said.��

Bob Knaster and Gary Becker provided another update on parking and why rates are going up. Currently there are zero dollars in the budget for deferred maintenance budget, which is unsustainable. Becker said there should be about $1 million saved just for maintenance – not including surface lots. A discussion followed in which senators expressed their frustration over the rising costs of parking without getting a raise.

“I don’t care about the benchmark schools in the study. I care about UofL and effectively this is a pay cut,” one senator said.

“Leveraging employees out of parking spots is just wrong,” another senator said.

Knaster has previously noted that one of the worst decisions made was to not increase the cost of parking for six years. “Now we’re under water and playing catch up.” 

Other reports

The Student Government Association’s HSC lighting project is moving forward and the association has secured funding to further improvements across Preston Street downtown.

The Faculty Senate approved a distilled spirits certificate and endorsed the same values and principles statement as the Staff Senate. A new School of Music dean has been named, and a committee has been formed to update the university’s policy on consensual sexual relations. Both President Bendapudi and Provost Boehm provided updates to the Faculty Senate. .��

Chair John Smith is serving on the Strategic Planning executive committee, which oversees the three workgroups – learn, work, invest. The most recent meeting involved reports from each workgroup identifying themes that emerged in their first meetings, as well as a discussion about the most effective ways to use funds from the Gheens Foundation gift.

Smith also noted that the tuition and fees committee is meeting on an accelerated pace to complete all charges by its deadline. The committee has reviewed or scheduled reviews for 22 different requests.

In the spirit of transparency, the HR salary website will be restored at President Bendapudi’s request. However, there were a number of inaccuracies found and Bendapudi wants those fixed before it goes live. She has appointed a group with reviewing that information. .��

Secretary-treasurer Rhonda Gilliland’s . The senate spent just $17 last month on new name tags.

Marian Vasser’s Vice Chair report is . She also noted that information from the climate survey is being considered a part of the “Great Places to Work” committee.

Committee reports are . Of note, 2019 senate seats are expiring and interested senators need to re-apply if their seat is up. If their seat is not up for expiration, senators have been asked to re-apply anyway to ensure information is current. The application deadline is April 15. Officer nominations will be held at the May meeting, voting will be held at the June meeting and senators will be announced in July.

The next Staff Senate meeting is April 8 in Chao Auditorium.