04_UAFS_FW1112:G&W 11/11/11 5:04 PM Page 4
Grand+Waldron CAMPUS NEWS AND NOTES
Big Shoes
University Re-brands with New Logo, URL, Website “WHAT WE’RE REALLY doing is just embracing what’s already out there,” says Director of Marketing and Communications Jeff Harmon of the decision to re-brand the University of Arkansas – Fort Smith as “UAFS” and phase out use of “UA Fort Smith.” “When Federal Express re-branded as FedEx in 1994, they were doing the same thing,” says Harmon. “They were simply acknowledging who they already were in the eyes of their customers—and it worked brilliantly.” Research showed that not only was the institution typically referred to as UAFS by
There is nothing more freedominducing for an educated person than visiting a library to graze on the thoughts of others.
”
—PROVOST DR. RAY WALLACE speaking June 28 at the groundbreaking ceremony for the Learning and Research Center at Boreham Library
4
BELL TOWER fall/winter 2011-12
KAT WILSON ’96
“
the media, but also that the top search term used to find the University’s website was “UAFS.” “UA Fort Smith” was third after “University of Arkansas – Fort Smith.” Perhaps more importantly, though, says Harmon, UAFS is simply more natural, easier to remember, and easier to use in print—all of which will improve brand recognition. In addition to a new logo, the re-branding effort includes a new URL, www.uafs.edu, and an entirely new website. But the university’s brand is far more than a name, a logo, and a URL. “Our true brand,” says Harmon, “is in how people think of us.”
MIA SMITH’S SHOES are big ones to fill, at least figuratively. On the way to her 2007 associate degree, she served as president of the Radiography Student Association and earned the Mallinckrodt Award, given each year to the top student in the program. Then she launched right into a bachelor’s degree in Imaging Sciences and spent the next few years as a perennial on the Dean’s List before graduating cum laude in 2010. Her oldest daughter, freshman Brookquel Smith, isn’t too worried about filling those shoes, though. In fact, she has her own unique pair—running shoes. Despite being born with a heart defect that required two open heart surgeries, she ran cross country and track at Van Buren High School and earned a cross country scholarship to UAFS. “It’s always been my dream to run in college,” she says. A dedicated student too, she plans to major in Biology and then attend medical school and practice sports medicine. Also, although there have been plenty of legacy students from Westark and FSJC, Brookquel is believed to be the first student with a parent who graduated from UAFS.