LINCOLN, Neb. (AP) — The University of Nebraska has hired a Philadelphia-based branding firm to help the university brag about its institutes, online class offerings and general educational opportunities.

The 12-month, $605,000 contract is with 160over90, which has done campaigns for Michigan State University, UCLA and other universities and institutions.

Nebraska Regent Bob Phares says the company name of 160over90 comes from an indication of high blood pressure. Phares says the company is “planning to raise the blood pressure of our constituents.”

University spokeswoman Melissa Lee says 160over90 will be coordinating advertising materials for the four universitywide institutes: the Robert B. Daugherty Water for Food Institute; the Buffett Early Childhood Center; the Rural Futures Institute; and the National Strategic Research Institute.