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We were hired to create a brand awareness campaign for the University of San Francisco. USF was ʻinvisibleʼ in its own city, or at best, confused with other SF universities. The goal of the campaign was to gain visibility for the university amongst business leaders in the city who have influence to improve USFʼs applicant pool, donations and general involvement.
From a positioning standpoint, we recommended they celebrate what makes them so different from other schools in the city. They are a Jesuit university and therefore offer more than just rigorous academics. Those rigorous academics are combined with a commitment to social justice and morality. We expressed this unique offering in a headline-driven outdoor campaign that was focused in the financial district where many of the business leaders work.
The biggest indication of the client's positive reaction to the work (and its success) was that the campaign was only supposed to run for two months yet it is still running strong after two years.