East Texas A&M University
Awareness
Steel Advertising helped East Texas A&M University (ETAMU) (formerly Texas A&M University – Commerce) raise awareness of its strengths, including graduate programs, research funding, and national rankings. Despite being one of the largest universities in the A&M system, ETAMU had limited marketing efforts, and many high school students in Northeast Texas were unaware of the institution. Steel was hired to increase awareness and consideration among prospective students, particularly in DFW high schools.
Steel developed the “Our Pride Runs Deep” campaign, which showcased ETAMU’s history without seeming boastful. The campaign engaged faculty, staff, and students to foster authenticity and school pride. Steel also focused on activating alumni pride, appealing to first-generation college students, and raising the esteem of local school districts to boost awareness.
The integrated marketing campaign used a mix of advertising, PR, social media, web, and recruitment materials to expand ETAMU’s reach. Through TV, radio, and digital platforms, Steel increased awareness and consideration, boosting intent from 37% to 63% among high school students in just 12 months.
