FIND YOUR ENERGY - Colorado State University

Colorado State University (CSU) needed to bring top-of-mind awareness to prospective students, including attracting a more diverse student audience from Colorado and beyond and have they consider us as their school of choice. We hired 160/90 to help us understand our audiences and launch a campaign that would make that a reality.
Positioning Statement
Concepts
The “Find Your Energy” brand platform is about positioning our university as a uniquely transformative and energizing place—one that embraces and champions diverse backgrounds, free thinking, and the healthy exchange of ideas.
We engaged with our audiences beginning with our admissions materials and suite of media executions that not only increase brand awareness, but spark curiosity and excitement amongst our target audiences as they move through their college application journey.
We also brought “Find Your Energy” to life for our current students, faculty and staff as we rolled out a brand experience day on campus including giving out several swag items.
We developed several more assets that demonstrate our evolved brand on campus: a whole upgrade to our campus signage.
Our integrated campaign also included our new brand anthem video, our new website home page, and are now engaging with all colleges and units to implement the brand platform across the university.
Media Campaign
We launched our media plan in select markets across the country. We are also present all over the Denver International Airport.
Results
In the first year of the campaign we surpassed our undergraduate application goals by 10% and our YoY conversion rates between 2-7% in our select markets.
CREDITS:
AVP of Marketing: Nancy Deller
Executive Creative Director: Marcelo Plioplis
Marketing Strategy & Conceptual Framework: 160/90
Executions: 160/90 and CSU's Marketing & Brand Management team

DUTIES:
Creative Direction, Art Direction, Assistant Producing
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