The University of Maryland recently rebranded its Campus Recreation Services to University Recreation & Wellness, or RecWell, for short.
According to Kate Maloney, the communications coordinator for RecWell, the name change better reflects the department’s overall mission. “Like any dynamic, healthy organization, we are evolving to remain relevant and meet the needs of those we serve,” she said. “We have adopted a new name that better reflects what we already do and what we can do in the future.”
Maloney explained, the main reasons for the name change boil down to being more inclusive, highlighting the many wellness benefits of being active and playing a larger role in supporting student success and well-being.
“This rebranding effort is particularly timely and important given the current fiscal and political climate in higher education,” continued Maloney. “All types of student affairs departments, including collegiate recreation units, are under increasing pressure to assert and effectively articulate their value to the academic mission of the institution. If we want to continue being well-resourced and supported, we need to make sure our stakeholders understand the importance of students having access to recreation facilities, programs and services in a university environment. “
RecWell will embody the new brand in a variety of ways, including expanding current offerings, educating students on the importance of staying healthy, strengthening existing collaborations with campus partners and more.
“We will not necessarily be doing any new marketing efforts as a result of the rebranding — rather we’ll be making strategic use of the marketing we already do to introduce the new name and our new focus on wellness,” explained Maloney. “For example, students can expect to see more educational content about the benefits of physical activity and well living on our social media channels and on digital signs throughout our facilities.”
The department also updated it signage in print, at indoor and outdoor facilities and on social media to reflect the rebranding.
“We will also be training our student employees about why we changed our name, what will be different under our new name and the important role they play in our mission to inspire others to be active and live well,” added Maloney.
