MOBILE, Ala. – A comprehensive, multi-faceted “Experience the Difference” marketing campaign coupled with an internal “Exceptional Hospitality” initiative earned the University of Mobile a grand prize award for exceptional achievement in public relations and development from the Baptist Communicators Association.
The Arthur S. Davenport Award grand prize was among multiple honors earned by the Baptist university’s Office for Marketing and Public Relations at the 60th annual Wilmer C. Fields Awards ceremony held April 24 in Richmond, Virginia. The Experience the Difference Campaign/Exceptional Hospitality Initiative also won first place for Public Relations & Development – Communication and/or Marketing Strategy.
“We are thrilled to receive this prestigious honor from the Baptist Communicators Association, recognizing the significance of effective communication in our profession,” said Lesa Moore, vice president for marketing and public relations at the University of Mobile.
“Leveraging our ‘Experience the Difference’ campaign and ‘Exceptional Hospitality’ initiative not only showcases what sets the University of Mobile apart, but also exemplifies the commitment to excellence across campus. It’s a testament to the creativity and dedication of our marketing team and faculty and staff, as well as the vision and mission of the University of Mobile,” Moore said.
Over the course of three months, the marketing team initiated and developed the Experience the Difference campaign to communicate the distinctives that make the university different from other universities and a worthwhile investment for students and families. The campaign was launched during the spring and summer of 2023 and is ongoing.
Supporting the overall Experience the Difference campaign was a robust, scripture-based internal customer service framework titled “Exceptional Hospitality.” The university-wide initiative put UM’s Christ-centered focus into action with practical strategies aimed to redefine hospitality in an academic context, creating individual experiences that are distinctive to the University of Mobile.
The university also earned honors in photography, videography and magazine divisions.
First Place Presidential Portrait
A portrait of retiring university president Lonnie Burnett at work in his office earned first place in Photography/Portrait – Field for Rovy Lopez, director of visual media, and Heath Vester, associate vice president for creative services.
TorchLight Magazine
The presidential portrait accompanied a feature story in the Spring 2023 issue of TorchLight magazine, which also earned honors. The university’s annual alumni magazine placed second in the Print Publication – Magazine category in the Overall Publication division.
Videos Earn Honors
The university earned second place honors in two different categories for videography in the Audio-Visual Communications division.
“Rammy Rock Stars” won second place in the Event category for more than three minutes. The playful video was created for the university’s spring faculty/staff luncheon and featured various university employees in the spotlight as rock stars.
“Dear UM” won second place in Video Storytelling – more than three minutes. The poignant video was created for the university’s annual Leadership Banquet and featured students reading letters they wrote to the university about their UM experience.
The UM Marketing Team
The University of Mobile Office for Marketing and Public Relations includes:
Lesa Moore, vice president for marketing and public relations
Kathy Dean, associate vice president for university communications
Heath Vester, associate vice president for creative services
Noah Walters, project manager and digital marketing specialist
Emily Deal, graphic designer
Rovy Lopez, director of visual media
Camden Jewell, photographer and videographer
Molly Grace Watkins, content creator
Kellie Cavallaro, assistant to the vice president for marketing
Baptist Communicators Association
The Baptist Communicators Association is a professional organization of communicators who serve in editorial, public relations, electronic media, photography, management, marketing and graphic design positions principally within Baptist agencies and institutions.
About the University of Mobile
The University of Mobile is a Christ-centered university with a vision of “Higher Education for a Higher Purpose,” founded to honor God by equipping students for their future professions in an environment where they are known. Located 10 miles north of Mobile, Alabama, on a campus of over 880 acres, the university offers associate, bachelor’s, master’s and doctoral degrees in over 75 academic programs.The University of Mobile was founded in 1961 and is affiliated with the Alabama Baptist State Convention.
For information about the University of Mobile, areas of study, admissions and more, visit umobile.edu, connect with UM on social media @univofmobile, or call Enrollment Services at 1.800.WIN.RAMS or 251.442.2222.
Kathy Dean uses her passion for storytelling and “playing with words” to share the stories of people, place and purpose that make the University of Mobile unique. As associate vice president for university communications, she manages media relations, edits the TorchLight alumni magazine, and oversees university communications. A former award-winning journalist, she is a two-time recipient of the Baptist Communicators Association grand prize for feature writing. Kathy and her husband, Chuck, live with three extremely loud miniature schnauzers.