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UNCW launches online survey to come up with new brand for the 'Cape Fear Area'

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WILMINGTON, NC (NEWS RELEASE) -- The University of North Carolina Wilmington’s Office of Community Partnership and the Cameron School of Business have launched a online survey to collect insights from Wilmington residents about the area in an effort to better inform the regional branding initiative, the University announced today.

Residents of New Hanover, Brunswick and Pender counties are invited to participate in the short survey between today and November 26th. This research is being coordinated by faculty from the Marketing Department at UNCW’s Cameron School of Business; students from the business school will participate in data coding and analysis.  The results will be presented to the Brand Identity Leadership Team (BILT) in January of 2014. The BILT was created earlier this year and consists of UNCW’s Jenni Harris<http://uncw.edu/partnerships/jenniharris.html>, assistant to the Chancellor for Community Partnerships, and members of various community leadership teams.

Dr. Thomas Porter is leading the survey effort for the Marketing Department within the Cameron School, in collaboration with Drs. Tracy Meyer, Fredrika Spencer and Donald Barnes.

“The creation and implementation of this survey, and the analysis of its results, are great examples of UNCW's applied learning initiatives,” said Porter, Department of Marketing Chair, Cameron School of Business. “This is a unique opportunity for our students to get involved with a regional project that will help define the brand of Wilmington and surrounding communities in the years to come.”

The leadership team will serve as facilitators for the branding initiative and will be led by chair Alfred White (Small Business Banker, Wells Fargo; Board Chair, LINC, Inc.).

“Southeastern North Carolina is evolving and UNCW wants to play an integral role in the continued development and growth of this area,” said Harris. “The university is already taking an active role via the recent opening of the Center for Innovation and Entrepreneurship, and the completion of MARBIONC at CREST Research Park. Facilitating this rebranding initiative is another way for us to provide support to New Hanover, Brunswick and Pender Counties.”

"Wilmington has become one of the most talked-about cities; therefore it is more than imperative that we solidify our true identity and our brand: a unified brand that we can market to the masses, whether it be for entertainment, business or just maintaining our image with our own household name," White said.  "This committee will do the work of creating that collective brand and we look forward to leading this initiative as we make our mark in Wilmington's prosperous growth and its history."

During UNCW's winter semester, the BILT will hold a number of meetings to discuss and analyze the survey results so they can move forward in creating a brand promise for the region.

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