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Making a mark on the city: Measuring ROI on UNCC’s pickax campaign
By Austin Light CHARLOTTE — Large-scale branding campaigns are costly, and measuring a return on investment isn’t always easy, according to Wendy Shanahan, principal partner at Asterisk Creative. For a retail item, higher sales numbers usually indicate success, but for something intangible — like a university identity or a quality education — gauging a campaign’s effectiveness could be trickier. In early August, the University of North Carolina at Charlotte swung a giant green and gold pickax into a billboard and told Charlotteans to stake their claim. It was the launch of a new branding campaign, an attempt to create an identity for the urban university in the Queen City and beyond. Next week, the “Stake Your Claim” campaign will hit its 90-day mark, the point at which branding campaigns should start showing early results, Shanahan said.