BRANDING CAMPAIGN
Using our Strategic Insight model to drive enrollments
Texas A&M University-Corpus Christi, located in the heart of the Texas Gulf Coast, had often been viewed as a “party school on the beach.” The truth of the University’s academic quality and unique learning opportunities was a success story that was long overdue in telling. When the University chose Steel to create a new campaign, we not only helped them make a splash, but reeled in some big growth numbers while we were at it.
Our Assignment
TAMU-CC needed an outside agency to bridge internal groups and develop a campaign that would elevate the brand. Steel developed cohesive messaging, a comprehensive campaign, and a media acquisition strategy.
CLIENT:
RESULTS:
8.7
%
Freshman growth YOY
19.5
%
Graduate growth YOY
Here’s how we did it
Using our Strategic Insight process, we dove deep into discovery through a review of target and industry research, stakeholder interviews, and an audit of the brand. Using our model, we found a brand strength that was unmet in the category. With these key insights in mind, we developed a creative platform that presented TAMU-CC as a purpose-driven university.
Our concepts tied the positive impact of the economic and conservation issues in the Gulf to Gen Z’s desire to be part of something bigger and make a difference. We developed multiple creative platforms, tested them with our target audience, and built the chosen direction into the full campaign you see today!
Tactics
- Stakeholder interviews
- Situation analysis
- Primary research
- Brand planning
- Campaign concept development
- Message map development
- Creative testing
- Brand guide
- Collateral development
- Communications plan development
- Spanish translations
- Creative campaign development
- Digital ads
- Social media ads
- Search engine ads
- Print ads
- Outdoor, Radio, TV
- Recruitment video
Results
The campaign made a splash in enrollments with an 8.7% freshman growth and a 19.5% graduate growth YOY and got the attention of the Education AdAward judges!
