When University of Houston staff members began developing an image campaign for the American Humanics campus chapter, no one imagined the recognition it would receive.

Now a year later, the award-winning campaign has inspired the national organization to follow UH’s creative footsteps.

“I couldn’t be happier with the branding campaign,” said Margaret O’Donnell, program director of the campus’ David M. Underwood chapter of American Humanics, a national alliance of colleges, universities and nonprofits that prepare and certify professionals to lead nonprofit organizations.

“When we presented the marketing materials to our national executives, they were impressed that we were able to capture the energy and passion of our students and community leaders,” O’Donnell added.

The national office was so impressed that it recently bestowed the organization’s Excellence in Public Relations Award to UH. More than 70 other universities competed for the honor, according to O’Donnell.

Additionally, the national office is seeking private funding to underwrite a marketing campaign using the campus chapter’s branding message and design as a template.

“The biggest factor for us was the quality of research — the in-depth, behind-the-scenes work —that went into developing the campaign,” said Richard Potter, vice president for development and communications at American Humanics’ national office in Kansas City, Mo.

If all goes as planned, Potter hopes to launch the national organization’s marketing plan in May, beginning in Houston.

O’Donnell initiated the marketing campaign to increase the program’s visibility, student enrollment and funding as the organization enters its $2 million fund-raising campaign.

O’Donnell first sought the assistance of a Houston company but unsatisfied with the results, she turned to Watson Riddle, senior graphic designer in the UH Office of Creative Services. In turn, Riddle contacted the Office of University Marketing.

“The program has been highly successful in its first 10 years, but it required a more sophisticated image to attract students and donors,” said Gregory Holland, UH marketing manager who headed up the project. “They needed more compelling messages to define exactly what American Humanics was all about.”

The first step was to conduct comprehensive research, which included interviewing students, donors and the chapter’s advisory board and community council.

“We asked them what the program means to them,” Holland said. “It was clear that they were very passionate about it, and the alumni truly felt it prepared them for their careers.”

The research also showed how strongly the students felt about the organization’s name — American Humanics.

“We originally considered changing the chapter’s name because it’s so ambiguous. Most people don’t know what humanics means, or they may confuse it with humanities or humanism,” Holland said. “We found through our research that students and alumni enjoy explaining its meaning because it gives them the opportunity to discuss the organization and how it has benefited them.”

The participants’ answers were instrumental in constructing the branding message — vision, passion, growth and leadership. Specifically, American Humanics is preparing nonprofit leaders. Recognizing the growing need for dedicated and experienced professionals in the nonprofit sector, the program and its supporters share a common vision. By identifying college students with a passion for service and encouraging their personal and professional growth, American Humanics develops individuals with the leadership ability to change the future of the nonprofit industry.

After O’Donnell and the chapter’s other leaders blessed the concept, Riddle created several designs and the marketing staff crafted the messages. The team made preliminary design presentations and refined the look based upon student input.

The final design incorporates bold colors such as red, yellow and blue and includes photos and testimonials from students and alumni who work in such nonprofit organizations as the Center for AIDS and the YMCA of Greater Houston.

“Our students are excited, energized and proud of the messages we are sending,” O’Donnell said. “I highly recommend that other departments utilize university’s marketing and creative skills. They’re the best.”

Francine Parker
fparker@central.uh.edu