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University Communications and Marketing

Phone: 208-885-6291

Fax: 208-885-5841


Directory Location

Brand Messaging

Our Brand Position:

Idaho's Premier Research University

Why have a brand position?

It’s probably the most important sentence in a marketing plan. It articulates a brand’s unique value in relation to competition and brings focus to the marketing strategy, plan and tactics. The position serves as the bedrock from which all marketing stems and everything we do should lead back to it. It is not a tagline, and it’s typically not public facing.

Examples of Other Brand Positions

  • Volvo: High-performance safety
  • Target: Style on a budget
  • Home Depot: Do-it-yourself headquarters

Our Unique Value Propositions (UVPs)

We, like all other organizations, have specific qualities that make us unique among our peers, ranging from our leading thinkers in the liberal arts, to our scientific research, to our historic ivy-clad campus. We call these qualities our “unique value propositions,” or UVPs. Consistently using our UVPs in all marketing, presentations and communications ensures we stay true to our brand position and convey the best of who we are as a university.

What Makes U of I Stand Out: Our UVPs

Academic Excellence

  • Top professors who have world-renowned expertise in key fields
  • High professor-student engagement
  • More guidance counselors rank us as the best college in Idaho
  • High third-party rankings: U.S. News & World Report, the Princeton Review, et al. 


  • The affordability of a major state institution
  • $25 million in scholarships annually
  • More than 80 percent of students have jobs or continuing education plans by graduation
  • Highest early- and mid-career pay among Idaho’s four-year public universities
  • The state’s highest four-year graduation rate


  • Conduct more research than any other Idaho institution
  • Breadth of student opportunities and hands-on learning in everything from the creative arts to hard sciences
  • Two-thirds of undergraduates participate in research projects


  • Safe, walkable, student-oriented
  • Beautiful location
  • Moscow experiences four distinct seasons
  • Far enough from home for personal growth, but close enough to home for support for regional students
  • Moscow is one of “America’s Smartest Cities," according to Lumosity
  • ranks Moscow as one of America’s 10 best college towns


  • 18- to 22-year-olds living in a tight community, sharing experiences and building camaraderie
  • More than 200 clubs and activities
  • NCAA Division I-sponsored sports
  • Built-in network for life with alumni in locations around the world


  • The university’s library was named the most beautiful in Idaho by Tech Insider
  • The university's Rec Center has been ranked among the best in the nation by Campus Rec Magazine
  • Walkable
  • Historic
  • Beautiful

Statewide Focus

  • A mission to help the state move forward
  • Extension offices in 42 out of 44 counties
  • Three educational centers and 12 research centers
  • Research and knowledge shared with all Idahoans
  • A key economic driver
  • A center for innovation and community engagement


University Communications and Marketing

Phone: 208-885-6291

Fax: 208-885-5841


Directory Location