Environmental photo of the new education site with the A&M-Commerce logo on the building facade.
A snapshot of a horizontal print ad introducing the new site to Dallas.
A snapshot of a vertical print ad introducing the new site to Dallas.
A mock image of an executed billboard ad announcing the university's new location.
Actual photo of the bus back ad. It was also a play on words. This was a fun one to see out in public.
A screenshot of the MBA digital display ad.
A screenshot of the MS in Higher Ed digital display ad.
A screenshot of a digital display ad for the general campaign message.
A momentous occasion - the ceremony event hosted in the most visually appealing/interesting part of the new location.
The smallest details weren't so small. Every decision was intentional, down to the ribbon for the ceremonial ribbon cutting. Guests and alumni asked to take a piece of the ribbon which was an unexpected bonus.
This is a snapshot of the media timeline. We covered digital, terrestrial radio, local broadcast TV, and other OOH tactics.
Client: Texas A&M University-Commerce
Role(S): Project Lead; Director of Marketing
Opportunity
A&M-Commerce was in a situation to find a new location in Dallas, TX since their lease in the current location was not an option to renew.
The new location provided an opportunity for brand awareness in the metroplex and to promote undergraduate and graduate degree offerings.
solution
We partnered with Belmont Ice House, a local Dallas agency, for market research, media buying, paid media, and some copywriting.
In-house, our team worked on messaging, copy, layout, art direction, and the media plan, as well as participated in the ribbon-cutting ceremony details.
tactics
A prominent Dallas-Metroplex presence was wanted, and we had a balance of OOH, print, and digital that didn't break the bank.
- Bus wraps
- Billboards
- College guide
- TV
- Streaming Radio
- Display
- Facebook Ads
results
- The ribbon-cutting was highly attended, including state and district representatives which played well for our media coverage.
- The graduate programs offered at the new site saw a 31% bump in enrollment the first semester.
observations
While the campaign and event were successful, a few opportunities were missed since time was a restraint. Models and static ads were heavily relied on for assets. Videos from current and former graduates from the programs and a larger organic social media approach could have made a better impact on the campaign.