Dáil Éireann Debate, Tuesday - 8 July 2025
906. Deputy Alan Kelly asked the Minister for Further and Higher Education, Research, Innovation and Science the amount spent to date by University College Cork on the UCC Group brand refresh project; the estimated total cost of the project; whether external consultants have been engaged in relation to the project; the amount they have been paid to date; the estimated total cost of external consultants; and if he will make a statement on the matter. [37100/25]
View answerA UCC Group brand refresh project has been underway since 2021. In line with the adoption of its Strategic Plan, Securing our Future 2023-2028, the university made the strategic decision to evaluate its impact and reputation in order to take steps to optimize the role that the university plays in the areas of recruitment and research.
This brand refresh is a practice regularly conducted by universities and is especially important at a time of increasing global competition. This was the first time since 2012 that such a review had been undertaken by University College Cork (UCC) which has changed and grown substantially in that time. The review was also prompted by the requirements of the Official Languages Act including, for instance, giving prominence to the Irish language in university signage and identity.
As this is specialist work, designed to further align the university brand with its strategy, brand agency Neworld were appointed, following a public tender, to work with the university to benchmark against peers and conduct extensive interviews and focus groups with national and international stakeholders. Taking this extensive feedback, input and professional expertise into account, the university marketing team worked to refresh their approach in order to ensure clarity and coherence from an external perspective.
This external review undertaken by Neworld between 2021 and 2024, was at a cost of €113,686.
Overall, it is expected that the brand refresh will strengthen the university’s reputation, improving their national and international profile in a way that has both financial and academic benefits. The institution is confident that the investment will generate a significant return over the coming years, with tangible financial impacts.
