The typical UMass/Amherst graduate (now 225,000 strong) spent at least four years with an Amherst mailing address. And for many of them our town represented their first experience away from the home where they were born and raised.
With graduation fast approaching an entire flock will soon be gone, off into the real word. But their time spent here was special, and certainly far different from what it would have been in any of the other four UMass campus locations.
Could this generic lack of branding account for why the license plate venture failed miserably in the past?
Note to UMass Amherst Alumni Association: You were in Amherst. You are in Amherst, a fine home port for the state flagship of higher education.
Note sign says AMHERST (and if you are walking or driving, at that point, you are in freakin' Amherst)
A few years back the Powers That Be in Boston wanted folks to stop referring to UMass Amherst as "the flagship" because it apparently hurt the feelings of the other four campuses. Chancellor Lombardi basically responded with his usual "go to hell" rejection of that (which may have been the start of his downfall). Around that same time UMass/Amherst spent $3 million redoing the signs at the main entryways. Note inclusion of AMHERST!
Fan Boy UMass Hoops forum seems excited (but then, they're easily excited)