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UNM gives first glimpse of $2 million marketing campaign

ALBUQUERQUE, N.M. — University of New Mexico officials revealed Thursday morning the preliminary results of a nearly $2 million branding¬†campaign they’ll use to¬†recruit students and solicit donors, among other purposes.

In September, the university hired marketing company 160over90 to do a four-year, $1.98 million makeover. About 400 students, professors, staff and administrators packed into a ballroom Thursday morning to see how the company would sell UNM.

“Our research has repeatedly shown that people within the state of New Mexico think favorably of UNM, but cannot clearly articulate why,” said spokeswoman Cinnamon Blair. “This doesn’t mean people have a poor perception of us, it’s just unfocused.”

The two-hour presentation didn’t call for new logos or colors. Rather the agency presented a series of slogans and colorful design templates highlighting different parts of UNM and New Mexico culture.

“Re-imagining rural medicine while fine-tuning flamenco,” one statement reads.

The marketing firm channeled the visual aesthetics of New Mexico — think hot air balloons and blocky adobe buildings, in creating these templates. Red and silver, the school’s colors, play prominent roles in the mock-ups.