The University of North Carolina Wilmington Brand Analysis

COM 532 - Spring II - 2023

Overview
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UNC Wilmington, also known as UNCW, is a public research university located in Wilmington,
North Carolina, United States. The college was established in 1947 as Wilmington University,
and in 1969 it joined the University of North Carolina system. Over 90 undergraduate and
graduate degree programs in various disciplines, including business, education, the arts and
sciences, health and human services, and nursing, are available at UNCW. The university is
dedicated to offering a welcoming, inclusive learning environment that encourages critical
thinking, creativity, and intellectual curiosity. The Princeton Review has selected UNC
Wilmington as one of the "Best Southeastern Colleges" and consistently ranks it as one of the top
public institutions in the Southeast. The university has received praise for its dedication to
sustainability and has received the Department of Education Green Ribbon Postsecondary
Sustainability Award. UNC Wilmington participates in 19 NCAA Division I Colonial Athletic
Association (CAA) sports and has a successful athletic program. Sammy the Seahawk is the
school mascot, and teal and navy blue are the official colors. UNC Wilmington provides students
with a top-notch education and a nurturing learning atmosphere that positions them for success in
their chosen industries.

Offerings

As a brand, some of the offerings that UNCW provides are academic programs, research
opportunities, a welcoming and active campus life, diversity and inclusion, community
engagement, and an emphasis on sustainability. UNCW offers a wide range of undergraduate,
graduate, and professional programs in various fields, including business, education, health and
human services, humanities, science and technology, and social sciences. These programs
provide students with the knowledge and skills needed to succeed in their chosen career paths.
UNCW is committed to creating and disseminating knowledge through research, scholarship,
and creative activities. The university provides numerous opportunities for students, faculty, and
staff to engage in research and scholarship across various disciplines.

A distinguishing element of UNC Wilmington's brand offering is its coastal location, and the
school is known for its research focus on marine biology. Several initiatives and programs show
this commitment, such as the Center for Marine Science, which acts as a cutting-edge research
facility with modern facilities and equipment for marine biology research. Additionally, the
center provides outreach initiatives and educational opportunities for the local community. The
interdisciplinary Coastal and Marine Sciences program at UNC Wilmington offers coursework
and research opportunities in biology, chemistry, geology, and physics to prepare students for
marine science research, policy, and management careers. Summer camps, field trips, and
workshops for teachers are all offered by the marine science education and outreach program
MarineQuest to students and educators. Additionally, UNC Wilmington and NOAA are working
together to research coastal and marine ecosystems, allowing students and faculty to work with
NOAA scientists and participate in research projects. The Coastal Research Institute at UNC
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Wilmington conducts research on various subjects, including fisheries management, estuary

ecology, and coastal hazards. The university's dedication to comprehending and protecting the
area's distinctive marine ecosystems is emphasized through UNC Wilmington's marketing offers
tied to its coastal location and marine biology research.

UNCW offers a vibrant campus life with various activities, clubs, and organizations catering to
students’ interests and passions. From cultural events to athletic activities, UNCW provides an
active and engaging environment for students. UNCW values diversity and inclusion and strives
to create an inclusive and welcoming campus community for students, faculty, and staff from
different backgrounds. The university offers various programs and initiatives that promote
diversity and inclusion on campus.

UNCW has a strong commitment to diversity and inclusion, and the organization actively works
to create a welcoming and supportive environment. The university has a comprehensive Office
of Diversity and Inclusion, which develops programs aimed at promoting diversity and equity
across campus. UNCW also offers various groups for students, such as the LGBTQ Resource
Center, the Centro Hispano, and the Upperman African American Cultural Center. These spaces
provide a safe, inclusive group for students of similar backgrounds. UNCW’s Seahawk Links
program also supports underrepresented students in their transition to college and the Office of
Military Affairs provides resources and support for military-affiliated students. As of 2021, 22%
of staff and faculty identified as minorities (The University of North Carolina System, 2022).
There’s still room for improvement, specifically with increasing representation of certain
minority groups like the African American and Hispanic communities. However, UNCW is
committed to its effort to create a more diverse and inclusive community.

UNCW is committed to serving the local community and beyond. The university provides
various opportunities for students, faculty, and staff to engage in community service and
volunteer activities. UNC Wilmington is also committed to reducing its environmental effect
through several initiatives and has made sustainability a key component of its brand offerings.
One illustration is the Sustainability Office, which seeks to advance sustainability on campus by
putting in place projects and programs focused on waste minimization, energy saving, and
sustainable transportation. To regulate stormwater runoff and lessen the impact of growth on
nearby ecosystems, the institution has also constructed green infrastructure initiatives like rain
gardens and bioretention zones. UNC Wilmington has also adopted green building guidelines for
new construction and renovations to lower energy and water consumption and promote
sustainable materials. UNCW's sustainability-related brand offerings demonstrate the institution's
commitment to promoting a more sustainable future through research, community engagement,
and teaching.

UNCW has the attributes of a strong regional university, with a focus on providing high-quality
education and unique opportunities to students. UNCW still has limited diversity among faculty
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and staff, and fewer academic offerings compared to larger universities. However, UNCW can
aspire to become a nationally recognized institution that attracts top students and faculty from
across the country. Overall, UNCW has the potential to build on its strengths and weaknesses to
become a more competitive and attractive institution.

Competitive Landscape

UNCW’s competitors would depend on the specific areas and industries. However, some of the
familiar competitors for UNCW could include other universities in North Carolina and nearby
states, such as Duke University, North Carolina State University, University of North Carolina at
Chapel Hill, Coastal Carolina University, Cape Fear Community College, and Coastal Carolina
Community College.

In terms of academic rankings, UNC is consistently ranked higher than UNCW in national
rankings. In contrast, NC State and Duke are often ranked higher in specific fields such as
engineering and business. These universities may have larger budgets and resources for research
and development, attracting top faculty and students and offering more extensive academic
programs.

Coastal Carolina Community College and Cape Fear Community College may also offer more
affordable tuition rates and flexible scheduling options for students who cannot attend UNCW
full-time or are looking for a more economical option. However, they have the connotation of
complementary institutions that offer different pathways to education and career success. Some
students may complete their first two years at a community college before transferring to a four-
year institution such as UNCW.

In addition, UNCW may face competition from online and distance learning programs that offer
more flexible and affordable options for students who prefer to study from home or have other
commitments that prevent them from attending traditional universities.

It’s worth noting that UNCW has its strengths, such as its focus on undergraduate education, its
coastal location, and its commitment to community engagement, and inclusiveness efforts. It has
been recognized as one of the best regional universities in the South by the U.S. News & Report
and has been praised for its sustainability initiatives (U.S. News & Report).

Overall, UNCW faces competition from other universities and educational institutions in the
region and beyond. Still, it has unique strengths and advantages, making it an attractive option
for many students.

Key Audiences

UNC Wilmington (UNCW) is a public research university located in Wilmington, North

Carolina, with outstanding academic programs, renowned professors, and vibrant campus life.
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UNCW has a diversified primary audience, including transfer students, North Carolina residents,
women, and individuals from diverse racial and ethnic backgrounds. The university seeks out
students passionate about receiving a first-rate education in a friendly environment and wishing
to gain valuable skills and real-world experience before joining the workforce. Many students are
drawn to UNCW because of its location near the shore, surrounded by breathtaking natural
beauty, and the opportunity for outdoor leisure. The university has a diverse student body of over
17,000 students, 79% from North Carolina and 21% from other states or countries (About
UNCW, n.d.). The student body is 57% female and 43% male, with 70% identifying as White,
13% as Black or African American, 6% as Hispanic or Latino, 3% as Asian, and 8% as two or
more races or other (About UNCW, n.d.). UNCW's faculty and staff population exceeds 1,500,
with over 90% holding the highest degree in their respective fields (About UNCW, n.d.).

The primary demographic of UNCW has varied throughout time due to more significant
demographic changes in the US and adjustments to the university's admissions rules and
outreach initiatives. With more students identifying as a race or ethnicity other than white,
UNCW has grown more diverse. With more robust academic requirements and higher average
SAT and ACT scores for admitted students, the university has become more selective over time.
Additionally, the percentage of out-of-state students has grown, and transfer students are
increasingly choosing UNCW as their final destination.

UNCW might use several approaches to broaden its audience and connect with new student
demographics. To promote access and equity in higher education, the university could increase
its outreach to international students, expand graduate programs in high-demand fields,
concentrate on online courses to reach students who cannot attend classes in person, and
specifically target underrepresented groups with outreach initiatives. Any expansion initiatives
should be founded on a dedication to excellence, diversity, and accessibility consistent with
UNCW's mission and strategic plan. UNCW can continue to draw in, serve a diverse student
population, and uphold its standing as a top public research university by evolving and adapting.

Positioning

UNCW positions itself as a comprehensive regional university that provides high-quality

education and opportunities to students. The university’s brand is built on the pillars of academic
excellence, student engagement and achievement, environmental sustainability, and inclusivity.

Some key attributes that set UNCW apart from competitors include its coastal location which
provides opportunities for marine biology research, its diverse student body, and its strong
emphasis on sustainability.

UNCW wants to be known as a forward-thinking institution that prepares students to be leaders

in their chosen fields while also promoting environmental responsibility and social justice.
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Brand Positioning Statement: UNCW is a comprehensive regional university that prepares

students for success through strong academics, student engagement, and a commitment to
sustainability and social responsibility.

Messaging Platform

The overarching themes within UNCW’s messaging are inclusivity, community outreach, and
pride in student or faculty achievement. These themes are included in the majority of the brand’s
messaging on social media as well as the institution’s website.

UNCW’s messaging primarily surrounds Organizational Culture Theory, the concept that the
culture within an organization is determined through shared values, beliefs, and meanings for
symbols (Littlejohn & Foss, 2009). UNCW features student involvement of events while
simultaneously implementing inclusivity and diversity into its messaging to showcase what the
school values, and how it aligns with the actions taken by members of the institution. For
example, UNCW states that it values inclusivity. To showcase this value, the university hosts
events, such as a celebration of Heritage Day, and encourages students to get involved. This
creates a community within the organization where people from all backgrounds feel accepted,
recognized, and celebrated, thus creating a culture for UNCW that is represented in the brand’s
messaging.

As shown below, UNCW has an entire page on the website dedicated to inclusion and diversity
while utilizing photographic content from events, such as Heritage Day, for the social media
pages. There is an entire diversity and inclusion department, and featuring it on the webpage
showcases how students from all backgrounds are welcome to pursue their education at UNCW.
Including events that focus on celebrating a specific heritage creates a sense of community
between students and faculty on campus, and encourages in-person engagement. The inclusion
displayed by the institution doesn’t only refer to gender, but to sexual orientation, race, ethnic
background, and even animals. There are multiple posts on the brand’s social media in reference
to National Pet Day, or to members of the institution enjoying a nice day on campus with their
pets. This suggests to viewers that UNCW is not only an inclusive institution that supports all
walks of life but one that cares about animals and wants members to enjoy campus with their
furry friends. Showcasing pets on social media makes viewers with pets feel welcome and
entices students and faculty alike to attend on-campus events.
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UNCW Website. 2023.

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UNCW Instagram Page (@uncwilmington). November 17, 2022.

UNCW Instagram Page (@uncwilmington). November 3, 2022.

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UNCW Instagram Page (@uncwilmington). September 14, 2022.

Appealing to inclusivity creates a sense of community, which brings us to the next theme
UNCW’s messaging encompasses; community outreach. Across all platforms, the university
posts about opportunities to give back to the Wilmington area by donating to the Seahawks Give
Foundation, a fund started by the university to support students who need financial assistance, or
volunteering to plant trees in a local area that is usually overlooked and in desperate need of
attention. Posts such as this encourage members of the institution to give back to the community
when and where they can, and show consistency between the brand’s values and actions. UNCW
is an institution that focuses on building community, and the brand’s messaging shows how
words are supported by action.
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UNCW Instagram Page (@uncwilmington). September 21, 2022.

UNCW Facebook Page. April 5, 2023.

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UNCW Instagram Page (@uncwilmington). March 1, 2023.

Another major theme represented in the brand’s messaging is pride in student and faculty
achievement. On all social media platforms, as well as the main website, UNCW showcases
images of graduation ceremonies, highlights on faculty and staff members that recently received
a promotion within the organization, and articles that focus on a discovery made by a member of
the organization. This suggests a sense of pride that the school has in the achievements of its
members, and provides a sense of encouragement to students to continue to work hard to achieve
their goals. When one member of an organization is successful in achieving their goals, it reflects
well on the organization as a whole and suggests a healthy organizational culture within the
institution. Showcasing achievements is especially insightful to viewers that are in the process of
applying to college as seeing an institution give recognition to students for their hard work can
be a form of rhetoric that informs the decision to apply to UNCW.
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UNCW Facebook Page. April 19, 2023.

UNCW Instagram Page (@uncwilmington). May 14, 2022.

Communication
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UNCW regularly posts content on social media platforms and the website to encourage student,
alumni, and faculty involvement in on-campus events, and to highlight the achievements of
members of the institution. This can include past students, present students, faculty, staff, and
Board of Trustee members.

The UNCW website holds the most well-rounded library of content related to the brand. Unlike
social media platforms, the website holds content that is more professional or serious. There are
dedicated pages to information about the university, admissions and financial aid information,
academic programs offered, the arts programs, the strive for inclusion and diversity, and the
athletic programs at UNCW. The institution also features the school’s rankings on the homepage
to appeal to any high school graduates that are investigating colleges to apply to. At the bottom
of the homepage, there are also links to the university’s news page that contains articles relevant
to the events and meetings on campus.

The brand’s Instagram is the preferred method of social media communication. UNCW’s page
on this platform holds 37.1 thousand followers, over 1.7 thousand posts, and displays a
consistent duration of posts almost daily. Similar to the other social media platforms, there is a
lack of engagement in the comments section; however, the posts receive likes ranging from
hundreds to thousands. This suggests that followers are not only viewing the content posted but
taking the time to “like” what is being posted. The content on Instagram not only features student
and faculty achievements, but also on-campus events such as the celebration of Heritage Day,
and less-known holidays such as National Pet Day. Instagram is a platform that allows the
institution to show viewers what it’s like to be a Seahawk, the types of community outreach
events students are involved with, and the achievements of UNCW members. There is a casual
and encouraging tone within the brand’s content.

The Facebook page features some of the content that is already on the Instagram page which
presents a level of consistency within the brand’s communication. UNCW’s Facebook page has
over 41,000 reviews, over 68,000 followers, and over 64,000 likes with minimal to no
engagement in the comments. The purpose of posting similar content on various contents could
be related to different platforms appealing to different age demographics. Posting the same
content on various platforms ensures that the institution is not only reaching students, but
UNCW alumni, parents, faculty, etc.

UNCW’s Twitter page has a following of almost 41,000, and the company consistently posts on
the platform every couple of days. The content on Twitter mimics the content on Facebook and
Instagram, but there are a couple of posts that differ such as reminders about upcoming events.
There is a lack of engagement on this platform as each post has under 100 likes, and minimal
comments. The Twitter page appears to be used as an outlet to send out quick reminders about
events, and as a backup platform to bring awareness to the content that is already on Instagram
and Facebook.
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The LinkedIn page has over 94,000 followers with new posts every couple of days. The content
on these platforms features professional development within the institution's staff and faculty
base while also featuring strives in specific fields of study. There are also many posts related to
the graduation ceremonies as UNCW graduates enter the professional world upon completion of
their studies. Despite having thousands of followers, the number of likes on posts resides in the
hundreds and there is little engagement in the comments section.

YouTube appears to be the least utilized social media platform for UNCW. The content
produced by UNCW focuses less on the members of the institution, and more on what the
University offers for those looking to apply. There is a total of 40 videos on the brand’s page,
with 605 subscribers. So far, only one video has been posted this year that features music
production as a Seahawk. Other videos on the platform include virtual campus tours, specific
building tours, specific program highlights, UNCW informational videos, and a handful of
Seahawk interviews.

Unlike other institutions, UNCW currently doesn’t have a TikTok page. Many students post
about their experiences as a Seahawk, but there is no page created by the university.

SWOT

Strengths:
- UNCW has a strong academic reputation, especially in areas such as marine biology,
education, and business
- The beautiful campus along with modern facilities provides students with a high-quality
learning environment
- With students from various cultural, ethnic, and socioeconomic backgrounds, UNCW’s
student population has grown far more diverse
- The university has a strong emphasis on environmental responsibility and sustainability
- UNCW’s active alumni network provides networking opportunities for current students

Weaknesses:
- The university’s location may deter students who prefer a more urban environment
- UNCW’s academic offerings may not be as substantial as larger universities
- Compared to other universities, UNCW has limited resources for research
- There is limited diversity among faculty and staff
- Along with the growing student population comes overcrowding and limited resources,
and the campus infrastructure may not be able to keep up with this

Opportunities:
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- UNCW can expand its academic offerings to increase competitiveness and attract more
students
- To provide students with more internship opportunities, UNCW can develop partnerships
with businesses and organizations
- UNCW can increase its focus on online degree programs, which could appeal distance
students
- Taking advantage of the university’s coastal location, UNCW can further develop
programs related to marine biology and coastal ecology
- To help further diversify the student body and faculty, UNCW can increase outreach
efforts to underrepresented communities

Threats:
- COVID-19 made an impact on universities everywhere, and UNCW is no exception
- Frequent changes in government policies and funding can have an impact on UNCW’s
ability to provide research opportunities
- Other top colleges and universities in the region can make it more difficult for UNCW to
attract top students and faculty
- Changes in demographics and student preferences may affect the university’s ability to
attract and retain students

Recommendations

The university can collaborate with well-known influencers in its target demographic to spread
the UNCW brand message and build credibility with potential students. Word-of-mouth
advertising, known as influencer marketing, entails collaborating with people with a sizable
social media following to promote a company or product. Because their followers view
influencers as reliable sources, their support of a brand can significantly increase its visibility
and reputation. Working with influencers well-liked by UNCW's target audience can be a
successful strategy for spreading the university's brand message and raising awareness among
potential students. These influences may be current or former students, alums, or other people
with ties to the university who can speak to its virtues and strengths. When choosing influencers
to collaborate with, UNCW should consider their audience reach, engagement, and relevancy.
Selecting influencers with a sizable fan base and strong levels of audience interaction is crucial.
Influencers should also be affiliated with the university and be able to promote its brand message
honestly. The influencer's credibility is essential in determining the campaign's success in
influencer marketing. If the audience views the influencer as reputable and competent, they are
more likely to view their endorsement of the brand similarly. According to the source credibility
theory, two key factors contribute to source credibility: expertise and trustworthiness. Expertise
refers to the perceived knowledge and expertise of the source in the relevant area.
Trustworthiness refers to the perceived honesty and integrity of the source. After choosing the
influencers, UNCW can collaborate with them to produce material that advances the university's
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brand message. This can be done through social media updates, blog entries, or videos that
highlight campus life, academic offerings, and student accomplishments at the university. The
information should be genuine, engaging, and consistent with the university's overarching brand
statement.

UNCW should focus on promoting engagement on social media, such as comments on posts or
shares of posts. Across all social media platforms, it became apparent that posts are viewed but
there is a major lack of contribution from viewers in the comment sections. It’s important for
organizations to incite engagement with viewers as it creates conversations that lead to
connection. When organizations are unable to connect with their audience, it becomes harder for
an institution to stay consistent in its messaging and the values held by viewers. The main way
for institutions to continue to obtain members or applicants is by appealing to viewers’ values,
which is why it’s important to receive feedback and promote online engagement. A way UNCW
could promote online engagement is by posting videos on social media platforms that ask
students to share their favorite part of being a Seahawk in the comments section for a chance to
win a gift card to the bookstore, or a gift basket full of Seahawk apparel. Posts such as this could
promote online interactions with institution members while simultaneously giving UNCW
insights into what viewers are looking for regarding the college experience.

UNCW should also develop a more targeted and comprehensive social media strategy, meaning
they should utilize the power of user-generated content. While UNCW does have a social media
presence, a more cohesive and integrated approach would amplify this presence. By leveraging
UGC, UNCW could engage with its diverse student body and alumni network and encourage
them to share their experiences on social media platforms. To implement this, UNCW could
create social media campaigns that encourage students and alumni to share photos and videos.
The university could also create hashtags specific to each campaign and use them across social
media to generate buzz and track engagement. In addition, UNCW should consider developing a
social media influencer program, where it partners with students and alumni who have a large
presence on social media. By leveraging the power of UGC and social media influencers,
UNCW can increase its brand visibility and engage with its audience in a cost-effective manner.
By positioning itself as a forward-thinking institution that values student engagement in the
social media sphere, UNCW can stand out from competitors and further strengthen its brand.

References

Littlejohn, Stephen W., & Foss, Karen A. (2009, September 17). Encyclopedia of
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Communication Theory. Sage Publications, 1(2), https://doi.org/10.4135/9781412959384

The University of North Carolina System. (2022, July 28). Diversity and Inclusion Annual
Report to Board of Trustees. UNCW. Retrieved from
https://uncw.edu/bot/eppc/documents/2022/july-2022/dei-report.pdf

UNCW. About UNCW. University of North Carolina Wilmington. (n.d.). Retrieved from
https://uncw.edu/aboutuncw/facts.html

US News & World Report. (2022). University of North Carolina–Wilmington. US News.

Retrieved from https://www.usnews.com/best-colleges/university-of-north-
carolina