This Is a Story Worth Telling
Santa Clara University
Young people graduate from college expecting to change the world. One university has devoted 150 years to empowering its students to do just that. From the most innovative place on earth: Silicon Valley. The school is Santa Clara University (SCU).
Develop a more relevant undergraduate brand. Previous admission enrollment campaigns were lackluster and failed to distinguish SCU from competitive schools. Our task was to create a compelling value proposition to improve the quality of the applicant pool and develop a distinctive image to heighten brand awareness and build brand value.
The campaign set records in terms of both quantity and quality of the applicant pool. It was a precise story about undergraduate life inside and outside of a SCU classroom—a story that supported qualitative and quantitative data. Multilayered, digital and print-based touchpoints were developed to maintain an applicant’s attention all the through the melt period. Our work has received a CASE Grand Gold award, an ADDY Gold and Best of Category, GDUSA award, recognition from UCDA, and was featured on the International Paper and Mohawk websites.