- Consumer
- Research and Strategy
- Branding and Design
- Marketing and Advertising
- Video Production
- Web Development
The University of the Arts
How We Reached an Audience Notorious for Not Listening
Next-gen creatives can’t be, won’t be labeled. They sniff out the inauthentic in one click. There’s too much else to see, create, deconstruct, imagine. So it was simple. To boost enrollment, we just had to deliver a hit of dopamine as strong as all the other verbal, visual and video signals clamoring for their attention.
The Strategy
Potential UArters needed to see themselves in the lives of current students. With one-third of all online activity spent watching video, we had a powerful message-delivery platform. We filmed an ode, of sorts, to young artists, dancers, musicians, composers, dreamers and rule breakers. It captures community without saying it. Possibility without hyping it.
We helped future students discover UArts through a limited-edition book that was the antithesis of a college brochure. It barely mentioned the school. Instead, it was an emotional, poetic gesture to the kind of people who flourish there. It was shared. Reprinted. And today, it’s in the permanent collection of the AIGA.
The Success
During the recruitment campaign period, UArts saw the largest application spike in their 130-year history, with a record 800 incoming freshmen. For the first time, there was a waitlist. Endowment jumped from $13 million to over $70 million. And the campaign was supported by wildly disparate constituencies.
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