Campus Communicators OBJECTIVES Leverage UCs strengths in - - PowerPoint PPT Presentation

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Campus Communicators OBJECTIVES Leverage UCs strengths in - - PowerPoint PPT Presentation

Jun 27, 2023 114 likes •382 views

Campus Communicators OBJECTIVES Leverage UCs strengths in experiential learning Seize opportunities resulting from UCs momentum Revitalized campus Experiential learning Research Athletics @PrezOno,

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Campus Communicators

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OBJECTIVES

  • Leverage UC’s strengths in experiential learning
  • Seize opportunities resulting from UC’s momentum

– Revitalized campus – Experiential learning – Research – Athletics – @PrezOno, #HottestCollegeinAmerica

  • Position UC as a transformational choice for students
  • Connect prospective students with the UC experience
  • Celebrate and signal the next chapter

in the UC story

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CINCINNA TI

What is

SMART?

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It’s an education that's relevant in every way. It’s the advantage that comes from learning with the best minds and in the best organizations. You feel it when a professor shows you how to take

  • wnership of an idea and when an internship, co-op, or

research project brings your future into sharp focus. It’s the combined power of first-rate academics and first-hand experience -- world-class discovery meets real-world clarity.

CINCINNATI SMART?

WHAT IS

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In short, Cincinnati Smart is smart on a whole different level. It's who you become. And your competitive edge.

CINCINNATI SMART?

WHAT IS

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KEY AUDIENCES

Prospective students Influencers

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CINCINNA TI

:30 TV Commercial

SMART

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SPOT OBJECTIVES

  • Reflect research findings
  • Match mood of sports audience

– (and convince them to un-mute)

  • Trigger associations with key concepts through the

use of compelling visual cues

  • Break through and stand out by avoiding cliches
  • Make it work on any device (responsive)
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PRODUCTION PROCESS

  • Made in Cincinnati with Lightborne, in Over-the-Rhine
  • Engaged with President Ono
  • Reached out to valued corporate and community partners to

highlight experiential learning opportunities available through UC – with tremendous result

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CAMPAIGN

Other

CREA TIVE

Flickr image courtesy of user jhusband

ELEMENTS

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CAMPAIGN DIRECTION

  • Sample executions were tested with the target

audiences (prospective students, faculty/staff and current students) by Cincinnati-based research firm Olivetree

  • Campaign elements represent collaboration among

– UC Marketing & Creative Services – UC Enrollment Management – Lipman Hearne – Cincinnati-based Lightborne

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CREATIVE ELEMENTS

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Water bottle labels Home Team Marketing ads

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CVG AIRPORT

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  • Cincinnati Northern Kentucky International Airport

– Floor graphic – Digital Display – Space-available back lits

Media Details Business Leaders/ Alumni Floor graphic, digital display, back lits 9/1/2013-9/1/2015

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FIRST-DAY AD

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  • Cincinnati Enquirer print ad –

page A3

  • Cincinnati.com digital sliding

billboard

Media Details Cincinnati DMA Print Ad and Digital Sliding Billboard 8/26/2013

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BILLBOARDS

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Media Details Cincinnati, Dayton, and Columbus Bulletins and Posters 9/9/2013 – 10/27/2013

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PAY PER CLICK

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  • Pay-per-Click (PPC)

– Google Display Network – Google Search – Facebook

Media Details Ohio, Cincinnati DMA and 20% Chicago Text Ads 9/1/2013 – 12/31/2013

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DIGITAL DISPLAY

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  • Digital Display

– Q1 Media Network

Media Details Ohio, Cincinnati DMA and 20% Chicago Text Ads 9/1/2013 – 12/31/2013

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STREAMING

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  • Pandora

– Desktop – Mobile

Media Details Ohio, Cincinnati DMA and 20% Chicago Text Ads 9/9/2013 – 10/31/2013

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TV

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Basic and Cable Networks

  • WCPO
  • WLWT
  • WKRC
  • WXIX
  • EKRC
  • WSTR
  • NCC-Cable

Media Details Cincinnati DMA :30 video commercial 9/9/2013 – 2w 10/7/2013 – 2w

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MICROSITE

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uc.edu/smart

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COMMUNICATIONS

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TACTICS AND TIMING

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Communicators Tool Kit www.uc.edu/smart/toolkit

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CAMPAIGN TIMELINE

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KEY

 Production  Release  In Market

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DISCUSSION