NEW UNIVERSITY PARK MARKETING CAMPAIGN LAUNCHED

Akron, Ohio, Feb. 9, 2010 — University Park Alliance (UPA) today unveiled a new University Park marketing campaign designed to increase interest and investment in the neighborhood.  “Do Something Great Today,” the new tagline, is the centerpiece of a powerful new program that will define and promote the unique University Park experience.  The new campaign was introduced to a sold-out crowd attending UPA’s Urban Innovators Speaker Series Presentation at the historic Andrew Jackson House in University Park.

            UPA led the development of the University Park marketing initiative over the course of more than a year, drawing critical input and support from a broad-based taskforce comprised of representatives of UPA partner organizations and other top marketing professionals.  The brand development process involved extensive research and testing with key target audiences including current neighborhood residents, business and real estate development representatives, and young professionals.

            Feedback from task force members and all audiences drew a common conclusion: University Park boasts a unique and impressive array of urban, entertainment, cultural, educational and recreational experiences that should attract investors, residents and visitors alike. 

            “University Park offers the best of urban vibrancy and authenticity,” says UPA Executive Director Ken Stapleton.  “Millennial knowledge workers, the talent that drives today’s economic development, have a strong preference for urban environments like University Park that are diverse, walkable and bikeable, offer an active lifestyle and the opportunity to see and be seen.  University Park is a unique neighborhood, so it deserves an unique identity.” 

            UA President Dr. Luis Proenza says, “By working strategically to promote the University Park neighborhood, we can attract and retain key talent to generate more economic development for Akron and Northeast Ohio.”

             A fresh graphic identity builds on the neighborhood’s inspiring assets and includes a new logo comprised of colorful orbiting circles designed to evoke distinctive qualities of the University Park neighborhood including diversity, creativity and sustainability.   A completely new website at upakron.com uses the new neighborhood identity to express University Park’s fun, energy and opportunities to enjoy, contribute, and live a green lifestyle.  Up to date listings of hundreds of free events, area businesses, community volunteer opportunities, and housing opportunities are among fresh content available for current and prospective residents, businesses, and other investors.  A new University Park brochure will also be used by UPA to attract new neighborhood investment and residents, and will be available to other organizations interested in promoting University Park as one of the region’s most vibrant urban communities.  Over the next year, residents and visitors will see manifestations of the new identity in street banners, window decals and a resident community card.

            Akron-based Derby Brand Advertising served as UPA’s creative partner on the project and introduced the brand concept and supporting graphic design.  The new University Park website architecture and navigation was developed by The Karcher Group.

            For more information about the new University Park campaign and to view print and online elements, log on to upakron.com.

About University Park Alliance

The mission of University Park Alliance is to revitalize and transform the diverse University Park neighborhood, a 50-block area immediately surrounding The University of Akron, through engaging the community and leveraging real estate and business investment.  UPA was established through a major grant from the John S. and James L. Knight Foundation and is comprised of partners including The University of Akron, City of Akron, Summa Health System, Akron Children's Hospital, Akron General Health System, Akron Beacon Journal, Akron Metropolitan Housing Authority, the Greater Akron Chamber, Akron Public Schools, and the University Park Development Corporation.