Friday Focus: UAF is our brand

July 19, 2024

— By Theresa Bakker, interim executive director of University Advancement

When I talk about the place where I work, it’s always the people I think about first. The colleagues I collaborate with, the alumni and donors I am connecting to the university, and the students I am privileged to observe as they find their passion and earn their degrees.

As Alaskans, we know how one person’s ripple of an idea can quickly become a legacy. UAF is not just a place or an institution, it’s people. Together we’ve transformed thousands of lives.

I think about George Lingo, who in 1927 was elected the first president of our alumni association when there were only 11 graduates. Now we have more than 30,000 living alumni and a thriving UAF Alumni Association who are leading the way to celebrate the organization’s centennial in the coming years.

Communicating directly with the people I meet is different from the broad-based approach that drives our work in university advancement. When I think about UAF’s brand, I want to know what differentiates us. What makes us unique? 

We know what the university is great at because our stakeholders tell us. UAF is known for its Arctic research and extraordinary partnerships. We are a leader in Indigenous programs with a longstanding dedication to learning from Alaska Native people. UAF offers flexible learning environments, along with student support for veterans, current service members and their families.

Our brand is also the emotional connection people have to our institution. It’s the Alaska Nanooks athletic program and the memories our alumni celebrate throughout the years. 

This is important because our brand is the foundation for our enrollment strategy. The most successful universities have an established brand. In this effort, I am grateful for Adam Rubin, who leads our creative team and is the passion behind modernizing our brand, including our mascot and videography.

A brand goes beyond advertising and logos. It’s a commitment made by UAF to stand out from other institutions. For this to work, our shared message must be infused throughout our marketing and communications. The magic happens when you watch the story take root through the loyalty and support of our alumni and donors, something that will be on display this week during the Nanook Rendezvous alumni reunion. 

As acting alumni relations director, Felicia Burud has built an event that celebrates our alumni and also connects them with today’s UAF. She coordinated the activities occurring over the next few days. I want to thank her for her enthusiasm and eye for detail. Her commitment to UAF is legendary.

Please join us at one of our reunion events. We’ll be set up all day on Friday for Campus Day in front of Constitution Hall. And it’s not too late to sign up to walk along with the UAF float in the Golden Days Grande Parade.

One thing we know for sure, our alumni will tell us what they think. We’ll be listening all week, collecting stories and following up to stay connected with our visitors. This will help us make decisions to best serve alumni, our biggest audience. But it is also an important part of making plans for how we tell our story in the future.

Stewarding our brand means understanding how people perceive us. This is built on a foundation of what the institution stands for—our vision, mission and priorities shared in our strategic plan.

Another priority is honesty. People should know what to expect when they come here. I want to thank Marmian Grimes and our communications team, who are committed to being a reliable, factual resource and building a culture of trust through accountability. 

Over the past eight months as the interim executive director of university advancement, I’ve watched our team work together to strengthen UAF’s brand. I appreciate each member of this team and will continue to build on our shared successes with them as my interim position comes to an end. 

It is also my privilege to welcome Tom Hough as the new executive director for university advancement. I look forward to starting new ripples together.

Friday Focus is written by a different member of UAF’s leadership team every week.