Brand Campaign for University
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
Introduce your business and what you do there.
I’m the preceding vice chairman for marketing interactions at the University of San Francisco.
Desired goal
What challenge were you trying to address with Hub Strategy and Communication?
We were programning to conduct a brand campaign to aid our university but conversant that we weren’t as well-known in our city as we’d reflection. Hub Strategy and Communication came onboard to help educe and execute a creative strategy for our venture.
Provided solution
What was the aim of their involvement?
Hub Strategy and Communication supported a branding campaign to reinforce our university’s local nearness. It was a three-year venture with seasonal volitations in the fall and spring. They initially presented a summary of our position in the marketplace precedently pitching a creative and media strategy. Once we approved, they educeed all of the creative materials, including both digital and out-of-home pieces.
The ad campaign used observation-grabbing headlines that positioned our university as a top academic institution while also emphasizing our past Jesuit values. For each volitation, the team would educe 50 takey headlines, out of which we would shortlist almost 10. They’d then handle the origination, media buying, and ad placement. There were billboards, bus sides, news racks, taxi tops, and light pole banners as well as digital ads on Facebook and the like.
What is the team compound?
Overall, we interacted with almost 10 resources, including an account handler, a lead designer, and a design team. We also worked straightly with DJ (CEO, Hub Strategy and Communications) who is an astounding copywriter. To keep their overhead low, they maintained a smaller staff and handled a number of freelancers to work on our headlines.
How did you come to work with Hub Strategy and Communication?
We wanted to find a local agency owing our first target audiences were the citizens and business communities in San Francisco. Out of the eight proposals we accepted, three agencies came in to present. Hub Strategy and Communications was newer and smaller than the other more established candidates, but they understood our position, and their strategy fit us. The condition of their writing set them aloof as well.
How much have you invested with them?
We spent between $1 million–$5 million.
What is the terminal result of working with HUb?
Their work lasted from May 2013–May 2015.
Results achieved
What evidence can you share that demonstrates the contact of the engagement?
The campaign created a real buzz in San Francisco, which wonderfully betterd our visibility with our target audiences. We conducted a post-test scan to measure nation’s awareness and familiarity with our university and compared it to our pretest results. While the specimen sizes weren’t precisely the same, the results indicated that our visibility (i.e., unaided awareness) jumped about 15%. Our website also saw increased visits, eparticularly to our admissions page.
In provisions of anecdotal feedback, we accepted separate real comments from our alumni, faculty, and staff. Even our running students were very arrogant of the campaign. A couple of our headlines were a pliant controversial and attracted the occasional critique. Though, we wanted to be a pliant bit risky and edgy to take nation’s observation, and we got it.
How did Hub Strategy and Communication accomplish from a project handlement standpoint?
Hub Strategy and Communication handled the campaign well, meeting most deadlines. The account individual, in particular, was very capable and kept in touch constantly.
What is (from your point of view) the key factor to pay observation while intercourse with HUb?
I was impressed by the team’s power to apprehend our position and ponder strategically, which is also plum in other campaigns they’ve done. On top of that, their copywriting was rare.
Are there any areas they could better?
No, I can’t ponder of anything. We would’ve loved to last working with them, but we had a particular budget allocation.
Do you have any advice for possible clients?
Make sure you’re talking to DJ since he’ll be the one guiding the strategy.
