Continue to tell the story of how we and our partners impact communities.
Communicate a clear message of UTIA’s compelling story of how we educate, discover solutions, and impact our state and world.
Strategies and Actions
UTIA will develop strategies to reach newly identified key audiences to increase awareness of UTIA and its mission.
- Increase awareness of the UTIA story among UT Knoxville faculty and staff, new Tennessee residents, and urban residents.
- Continue to use media monitoring tools to analyze number of reaches, value, and geographical distribution.
UTIA will come to a consensus on how visual brand architecture supports messaging.
- Conduct a brand audit.
- Develop internal education on visual brand assets and usage.
UTIA will create and launch an internal campaign to educate, support, and empower brand ambassadors.
- Increase participation in UTIA employee orientation through mandatory attendance.
- Increase number of students participating in orientation and/or learning module(s) about UTIA and the land-grant mission.
- Create a regular meeting for all UTIA communicators to share knowledge.
Outcomes and Metrics
- Empower all of UTIA to use marketing and communications tools effectively in telling our story.
Example: Implement a digital asset management system to provide storytelling tools to all UTIA employees.
Highlights and Success
UTIA Office of Marketing and Communications Wins State and National Awards
Marketing and communications professionals with the University of Tennessee Institute of Agriculture (UTIA) won state and national awards for their work to promote the institute and the agricultural industry.
Playbook for Marketing and
Communications Work Across
the UT Institute of Agriculture
This playbook provides guidance and best practices for anyone who has an opportunity to help build the reputation of the University of Tennessee Institute of Agriculture.
UTIA Communicators Council
The UTIA Office of Marketing and Communications launched a new Communicators Council that is focused on telling the great stories that make up the institute. There are more than seventy-five active members that meet quarterly.
New Branded Apparel Options
The UTIA Online Apparel Store is now updated with new apparel and accessories, including items from brands like Carhartt and Columbia. Through this storefront, departments may easily purchase UTIA branded items for new hires or other staff members.