The Texas Tech University System awarded Sherry Matthews Advocacy Marketing and SPD a major re-branding project after a competitive review. TTUS had identified major gaps between its current image and its desired image of a preeminent institution of higher learning. The state's commitment to advancing higher education, along with increasing competition within and outside the state, had galvanized the Board of Regents and administration to strengthen their academic identity and reverse alarming trends.
Audience-focused market research provided both sober and credible critiques of the institution and its image, as well as uplifting validation of its strongest assets. SPD knew that an equally disciplined discovery process and brand development methodology would provide an important framework for gaining consensus, and rebuilding and reinvigorating the Texas Tech brand.