After identifying that The University of North Carolina system (as a whole) had 16 separate universities offering 130+ degree programs and certifications in an online environment; it was clear that UNC could assume an online leader position if marketed properly. In late 2006, Cross + Associates was contracted to provide the necessary market research for launching a new name, logo, tagline and marketing plan to position the University of North Carolina System's website as a central entry point into online education for the 16 campus UNC System. see case study