Campus Communicators

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

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CINCINNATI What is

SMART?

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

KEY AUDIENCES

Prospective students Influencers

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CINCINNATI :30 TV Commercial SMART

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 Other

CREATIVE

Flickr image courtesy of user jhusband

ELEMENTS

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

CREATIVE ELEMENTS

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Water bottle labels

Home Team Marketing ads

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

MICROSITE

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COMMUNICATIONS

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TACTICS AND TIMING

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Communicators Tool Kit www.uc.edu/smart/toolkit

CAMPAIGN TIMELINE

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KEY Production Release In Market

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DISCUSSION