University Circle

Find Yourself in the Circle!


UCI launched its destination marketing and branding campaign in 2008 unveiling a new logo, website, collateral materials, and tagline for University Circle. UCI leapt into the second phase of its destination marketing campaign this year with the creation of a Circle-wide marketing advisory committee that selected Cleveland-based advertising firm Brokaw, Inc., to conduct comprehensive research and help provide and execute a marketing plan to address its findings.

Working with its marketing partners throughout the Circle, UCI initiated the process by issuing a Request for Proposals in January and met with the committee to hear and select a firm. Over the next several months Brokaw collected an expansive inventory of research from Northeast Ohio’s 17 counties, which included focus groups, an Attitude and Awareness Usage study, and interviews with University Circle’s key institutional leaders.

UCI and Brokaw presented the research findings to the committee in August and have formalized a marketing plan for the 2010 calendar year. The campaign will collectively market University Circle through strategic brand messaging alongside cooperative institutional and event advertising that includes measurable television, radio, print, and digital media tactics. UCI implemented and tested a successful micro-trial of these tactics for its 2009 Wade Oval Wednesdays season with targeted digital and radio advertising and its first 15-second TV spot airing throughout the region.
 
Below is a 30-second TV spot currently on air as part of a larger winter campaign for UCI's signature attraction, The Rink at Wade Oval and Cleveland Botanical Garden's WinterShow. The campaign invites you to find your holiday in the Circle.