Integrated Brand Campaign | TV, Radio, Print, Digital, Social
Concordia University Ann Arbor is a small, private liberal arts college that is often overshadowed by its larger, famous neighboring universities. To increase visits and enrollment, we needed to highlight the differentiators of a small Christian college.
We didn't want to attract just anyone without considering retention numbers too, so it was critical we connected with the right students. Successful students at CUAA are doers — they are active participants in the world and their communities.
We created a campaign that called them specifically: Doers Welcome. A rally cry to come to CUAA if you are the type of person who is going to go boldly into the world.
Students were featured in TV, print, video, paid social, digital campaign and social content. At the conclusion of the campaign, CUAA enrollment was at an all-time high, with 2015 enrollment numbers up 17 percent from 2014 and a 42 percent increase from the fall 2013 census.
Roles: CD/Director/Producer/EP