Attract students to Marylhurst University, a school with a slightly older student population and without the typical draws of student life — sports, Greek system, or dorms.
We recognized that what a typical college-bound student might consider negatives, the ideal Marylhurst student could celebrate as positives. We built a campaign presenting Marylhurst as “The University for Grown-ups.” The new positioning gave the school a swagger that fit those most interested in education and improving their job potential.
The multimedia campaign included train wraps, billboards, digital ads, and a television spot featuring a fight song celebrating Marylhurst’s uniquely no-nonsense student experience lip synced by current students.
The national-award-winning campaign was locally celebrated. Alums and students demanded the student store create t-shirts. A local politician shared a photo of a train wrap on social calling it one of the best ads he’d ever seen. Web traffic increased. And, perhaps most impressive, the buzz about the campaign online drew interest from prospective students well outside of their normal recruitment area.
More than creating awareness of a nearby campus, we inspired prospective students to see themselves in the classroom.
Established Burgerville as the NW favorite restaurant through consistent attachment to the region at every touchpoint.
