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
What is CINCINNA TI SMART? 3
WHAT IS CINCINNATI 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.
WHAT IS CINCINNATI SMART? In short, Cincinnati Smart is smart on a whole different level. It's who you become. And your competitive edge.
KEY AUDIENCES Prospective students Influencers
CINCINNA TI SMART :30 TV Commercial 7
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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Other CAMPAIGN TIVE CREA ELEMENTS 11 Flickr image courtesy of user jhusband
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 Home Team Marketing ads Water bottle labels 13
CVG AIRPORT • 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 14
FIRST-DAY AD • Cincinnati Enquirer print ad – page A3 • Cincinnati.com digital sliding billboard Media Details Cincinnati DMA Print Ad and Digital Sliding Billboard 8/26/2013 15
BILLBOARDS Media Details Cincinnati, Dayton, and Columbus Bulletins and Posters 9/9/2013 – 10/27/2013 16
PAY PER CLICK • 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 17
DIGITAL DISPLAY • Digital Display – Q1 Media Network Media Details Ohio, Cincinnati DMA and 20% Chicago Text Ads 9/1/2013 – 12/31/2013 18
STREAMING • Pandora – Desktop – Mobile Media Details Ohio, Cincinnati DMA and 20% Chicago Text Ads 9/9/2013 – 10/31/2013 19
TV 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 20
MICROSITE uc.edu/smart 21
COMMUNICATIONS 22
TACTICS AND TIMING Communicators Tool Kit www.uc.edu/smart/toolkit 23
CAMPAIGN TIMELINE KEY Production Release In Market 24
DISCUSSION 25
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