University outlines timeline for brand refresh tied to strategic roadmap and enrollment goals

Vice President for Communications Chris Gotti updated the Board of Regents on a planned evolution of the University of Minnesota’s brand positioning and marketing operations.

Gotti said the university is testing core creative concepts now and expects to decide on a campaign tagline in December. He gave a timeline that includes development of creative assets in December, an internal launch in March, and an external rollout timed with the next academic year and major events in August. “Driven to Discover has served us very well, but it's time to move past that,” he said, adding the refresh will retain the university’s emphasis on research while integrating education and community engagement more explicitly.

Gotti described organizational changes inside marketing and communications aimed at stronger strategic alignment across the university, including leadership hires and a new internal digital portal to equip local leaders with consistent messaging. He said the team is working closely with the Foundation and campus leaders to align recruitment marketing, alumni engagement and fundraising plans with the brand work.

President Cunningham endorsed the approach as part of a coordinated moment for the university that links strategic planning, campaign work and enrollment efforts. Gotti also cited results from an integrated presence at the Minnesota State Fair as an example of more coordinated outreach and said the team intends to use the State Fair as a primary showcase for the refreshed brand in the coming year.

No board vote occurred on the branding work at this meeting. The presentation included an operational update and a phased timeline to limit cost and allow internal testing before a full external launch.

Sources and context: remarks by Chris Gotti and discussion with President Cunningham during the communications and brand agenda item.