UM-Flint launches brand campaign for a new era in higher education

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Sometimes where you're going depends on where you go. UM-Flint: Where Success Leads
UM-Flint's new marketing campaign highlights the university as an engine for economic growth and social mobility in the region.

The University of Michigan-Flint today, May 1, launches a new brand and marketing campaign aimed at telling its story and updating the university's visual identity to reflect its unique and increasingly important place in the region as an institution of academic excellence that is an undisputed engine for economic growth and social mobility in the region.

UM-Flint serves the region by providing its students with opportunities for professional development, growth and innovation via a robust and in-demand slate of undergraduate and graduate academic programming and hands-on research alongside world-class faculty.

"Our university is positioning itself and our students, via our academic programs, for the economy of the future and continued positive change and growth," said Deba Dutta, chancellor of UM-Flint. "We are investing in ourselves and are presenting a strong and attractive brand to the region that conveys a clear and nimble institutional focus; meets the immediate education and career needs of students; focuses on the current and future employment needs of businesses in the region; and supports the local community."

Example of a digital ad that includes campaign messaging.

UM-Flint's new campaign, created in partnership with Troy-based agency, SMZ, will highlight the university's strengths and vision and remind viewers that where they choose to enroll matters and is a critical element in their career success and growth potential. The campaign will feature five TV commercials demonstrating the value of a UM-Flint degree through real-world experiences and situations; and also feature a robust digital and social media strategy that meets prospective students where they interact online, while sharing unique and compelling facts about the university's degree programs, teaching styles, and affordability.

"We're thrilled to help elevate UM-Flint's brand reputation and relevance to prospective students, influencers and key stakeholders," said SMZ president and CEO Jamie Michelson. "And as champions of higher education for the new economy, we are honored to be part of the University of Michigan family. We look forward to bringing the new campaign to life through excellence, innovation and adaptability."

The University of Michigan-Flint is a comprehensive urban university of diverse learners and scholars committed to advancing its local and global communities. UM-Flint is located approximately 60 miles from Ann Arbor and its sibling campus in Dearborn. In response to urging by a broad base of community supporters, the campus was established in 1956 as the Flint College of the University of Michigan, a two-year upper-division institution intended to provide a high-quality, low-cost liberal education to area students. It expanded gradually to take on a larger role, becoming a four-year regional campus in 1965. Being part of the University of Michigan was at the heart of the campus' identity at its founding and continues today. The university values excellence in teaching, learning and scholarship; student-centeredness; and engaged citizenship. This excellence is found throughout the university's six schools and colleges: the College of Arts and Sciences, the College of Health Sciences, the College of Innovation and Technology, the School of Education and Human Services, the School of Management, and the School of Nursing.

SMZ is Detroit's oldest independent advertising agency and a tight-knit group of listeners, thinkers and doers who have delivered winning ideas for more than 90 years. Learn more at

Robb King is the director of marketing and communications at UM-Flint. He can be reached at [email protected].