The University of Akron Partners with Brokaw to Reinvent Higher Education Branding
In an era where higher education institutions are increasingly vying for the attention of a dwindling pool of traditional students, The University of Akron (UA) has embarked on an ambitious endeavor to reshape its approach to branding and marketing. By aligning with Brokaw Inc., an innovative Cleveland-based creative agency, UA is strategically moving away from the traditional methods that have long defined higher education advertising.
This partnership signifies UA’s commitment to creating a meaningful connection with its audience—students, alumni, and the community at large—rather than merely promoting academic programs. Katy Brennan, UA's chief brand officer, emphasized that the school seeks to resonate with students emotionally, integrating its mission into a brand that reflects the uniqueness of the university.
Brokaw, which was previously UA’s social media agency, has now expanded its role to encompass broader responsibilities including brand strategy, creative development, traditional and digital media planning, and video production. The agency aims to challenge the conventional narrative of higher education advertising, which Brennan has described as often conservative and unoriginal.
The initiative, encapsulated in the slogan “The World Needs More Yes,” is designed to foster inclusivity and engagement with students, families, alumni, and partners. This platform aims to portray UA not just as a higher education institution, but as a vibrant community where diverse interactions can thrive. Brennan pointed out, "We're building a brand that all facets of a community can see themselves interacting with in some capacity."
Positive early indicators suggest that this fresh approach is resonating. Recent research shows a 20% increase in favorable perceptions of The University of Akron since these changes started taking effect. Additionally, the upcoming fall 2026 admissions report a notable 11% increase in applications compared to the previous year, alongside a 9.6% bump in the number of accepted students. This is significant given the competitive landscape of higher education today.
For Brokaw, the goal transcends mere visibility in the marketplace. As Joe McLaughlin, director of strategy at Brokaw, articulated, the focus is on establishing a sustainable brand presence that meets the evolving needs of newer generations such as Gen Z and Gen Alpha. These demographics, which have grown up amidst pervasive branding, seek authenticity and relevance in their educational choices.
“The World Needs More Yes” serves as a unifying concept that stands out amidst the generic tones characterizing many higher education marketing efforts. It aims to forge emotional connections with prospective students, suggesting that UA offers more than just an education; it proposes a welcoming attitude and atmosphere.
This rebranding effort also hinges on precision marketing, delivering appropriate messages to the right audiences through carefully selected channels and moments in a student’s journey. Engagement analytics will play a crucial role in refining these efforts to enhance resonance and effectiveness. Overall, these initiatives indicate that The University of Akron is not just rebranding, but is investing in its future by fostering a more relatable and engaging identity within an ever-changing educational landscape.
UA, a public research university established in 1870, now serves over 15,000 students and is recognized for its leading programs in various fields including nursing, engineering, and polymer science. Its collaboration with a progressive marketing agency like Brokaw showcases a commitment to innovation and a forward-thinking approach to education, embodied in the belief that successful branding can help cultivate a more connected community and a brighter future for the university's diverse stakeholders.
This partnership signifies UA’s commitment to creating a meaningful connection with its audience—students, alumni, and the community at large—rather than merely promoting academic programs. Katy Brennan, UA's chief brand officer, emphasized that the school seeks to resonate with students emotionally, integrating its mission into a brand that reflects the uniqueness of the university.
Brokaw, which was previously UA’s social media agency, has now expanded its role to encompass broader responsibilities including brand strategy, creative development, traditional and digital media planning, and video production. The agency aims to challenge the conventional narrative of higher education advertising, which Brennan has described as often conservative and unoriginal.
The initiative, encapsulated in the slogan “The World Needs More Yes,” is designed to foster inclusivity and engagement with students, families, alumni, and partners. This platform aims to portray UA not just as a higher education institution, but as a vibrant community where diverse interactions can thrive. Brennan pointed out, "We're building a brand that all facets of a community can see themselves interacting with in some capacity."
Positive early indicators suggest that this fresh approach is resonating. Recent research shows a 20% increase in favorable perceptions of The University of Akron since these changes started taking effect. Additionally, the upcoming fall 2026 admissions report a notable 11% increase in applications compared to the previous year, alongside a 9.6% bump in the number of accepted students. This is significant given the competitive landscape of higher education today.
For Brokaw, the goal transcends mere visibility in the marketplace. As Joe McLaughlin, director of strategy at Brokaw, articulated, the focus is on establishing a sustainable brand presence that meets the evolving needs of newer generations such as Gen Z and Gen Alpha. These demographics, which have grown up amidst pervasive branding, seek authenticity and relevance in their educational choices.
“The World Needs More Yes” serves as a unifying concept that stands out amidst the generic tones characterizing many higher education marketing efforts. It aims to forge emotional connections with prospective students, suggesting that UA offers more than just an education; it proposes a welcoming attitude and atmosphere.
This rebranding effort also hinges on precision marketing, delivering appropriate messages to the right audiences through carefully selected channels and moments in a student’s journey. Engagement analytics will play a crucial role in refining these efforts to enhance resonance and effectiveness. Overall, these initiatives indicate that The University of Akron is not just rebranding, but is investing in its future by fostering a more relatable and engaging identity within an ever-changing educational landscape.
UA, a public research university established in 1870, now serves over 15,000 students and is recognized for its leading programs in various fields including nursing, engineering, and polymer science. Its collaboration with a progressive marketing agency like Brokaw showcases a commitment to innovation and a forward-thinking approach to education, embodied in the belief that successful branding can help cultivate a more connected community and a brighter future for the university's diverse stakeholders.
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