The main goal of the spring campaign each year is to enhance Miami’s national reputation by driving brand awareness through an integrated marketing plan. After reaching out to university stakeholders, our team determined our main audiences to be prospective students and parents, alumni, elected officials, business leaders, guidance counselors, and higher ed peers. 

To make the campaign resonate with such a wide variety of audiences, we decided to highlight Miami’s national experts by sharing unique stories of faculty, alumni, and students. In order to appeal to a mature, highly educated audience, we needed to express the brand in a more sophisticated look. The campaign tactics included social media, banners, a Time magazine cover wrap, digital ads, a feature story in the university alumni magazine, Pandora and NPR radio spots, and a campaign-specific landing page featuring a collection of short stories about our experts.

The campaign initially delivered 10.6 million impressions (147% of goal) and 0.26% click-through rate (nearly double the 0.15% industry standard). Residual tactics added nearly 2 million impressions.