Background:
In 2009, DNA revitalized UCG's brand of the seven students from each member institution with a new focus. Understanding UCG's adult audience and their perspective for going back to school, DNA developed the "Building Success Stories" campaign, to reflect UCG's part in student's success, and consequently, the Greenville community's success. The new brand featured an updated color scheme with the logo, student testimonial campaign, ongoing public relations campaign, and a series of special events.

DNA Results:
Because of its collaborative nature, UCG is often subject to misunderstanding of its purpose. DNA's ongoing efforts have helped to clarify and project the brand of UCG distinctly among other educational organizations. The new campaign theme "Building Success Stories" identifies UCG's position as a demand aggregator for Higher Education, and also reflects its mission to build Greenville's success stories, by increasing the number of baccalaureate degree-holders to a more competitive level with other comparable cities. UCG's programs and enrollments have seen consistent increases, with a minor drop this year due to consolidation, and new programs are being brought to UCG each semester. The community awareness generated with the new brand has also impacted several new initiatives being brought to UCG, such as Internet2 (as featured in the Greenville Magazine technology edition). Participation from community and business leaders has also helped to stabilize annual funding with the legislature as well.