FIND YOURSELF HERE

AT A GLANCE

The College of Arts and Sciences (CAS) at the University of Washington sought to differentiate itself from other public flagship universities. A recent comprehensive research program revealed that prospective students commonly associate the UW with STEM-related programs and less with arts, humanities and social science programs. This created a need to reach out to potential applicants interested in these areas in order to bolster brand awareness and increase applications to these programs in the weeks leading up to the application deadline. 

GOALS & OBJECTIVES 

• Increase applications from students interested in arts, humanities and social science disciplines.

• Increase awareness of the UW College of Arts and Sciences among prospective students.
   
• Convey the value of majors and programs offered through the College at the UW.
   
• Share authentic stories of students currently enrolled in the College.
   
• Convey key themes about the College through the videos, website, and collateral.
   
• Repurpose the assets through multiple channels (CAS website, divisional websites, student admission email communications, social media)
   

OUTCOMES

The CAS marcomm team developed a student recruitment campaign to promote the College as a place for prospective and current students to find a diverse, interdisciplinary, cutting edge, inspirational and transformative student experience. The “Find Yourself HERE” campaign uses key messages and strong visuals to appeal to prospective students and pairs 

the clever play of words with vibrant imagery. These surprising combinations of words and imagery illustrate the journey a student may find themselves in the exploration of the College’s academic programs. 

ROLE & RESPONSIBILITIES

My role included developing a marketing strategy and advertising concept. I worked on content development and creative direction. I lead a team of one writer, marcomm specialist, designers and freelancers to produce deliverables for print collateral for outreach events, four promotional videos, digital marketing utilizing UTMs for email, social media ads for Instagram, and website landing pages. I implemented a collaborative approach to production. Funding was used economically by utilizing the talents of in-house staff and redirected the funds toward much needed cinematography assistance.