It’s All UC Smart... · highlight experiential learning opportunities available ... – UC...
Transcript of It’s All UC Smart... · highlight experiential learning opportunities available ... – UC...
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
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 ownership 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
In short, Cincinnati Smart is smart on a whole different level. It's who you become. And your competitive edge.
CINCINNATI SMART? WHAT IS
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)
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 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
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
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
BILLBOARDS
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Media Details Cincinnati, Dayton, and Columbus Bulletins and Posters 9/9/2013 – 10/27/2013
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
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
STREAMING
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• Pandora – Desktop – Mobile
Media Details
Ohio, Cincinnati DMA and 20% Chicago Text Ads 9/9/2013 – 10/31/2013
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
TACTICS AND TIMING
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Communicators Tool Kit www.uc.edu/smart/toolkit