University of the District of Columbia


National Recruitment Campaign

Marketing Challenge

Since November 2013, we have worked with the University of the District of Columbia (UDC), an urban, historically Black public college and university with enrollment of nearly 5,700 students including a significant number of international students from dozens of countries from all over the world.
In all of the advertising campaigns over the years, our challenge was centered around the fact that there was a significant disconnect with the university’s identity. UDC administrators and faculty saw the university one way, while the internal and external stakeholders often had a different perception. To eliminate the negative perceptions from the community, there needed to be one consistent brand message across all university programs, departments and communications collateral for its targeted audiences.

The Work

UDC worked in tandem with SRB Communications to develop messaging and manage an advertising and marketing campaign that rebranded and highlighted a “new” vision of the university. We developed messaging and a multi-platform strategic marketing campaign that engaged and educated the community. The advertising and marketing mix consisted of outdoor advertising that generated more than 40 million combined impressions using metro transit and buses, print ads, social media, brand ambassador videos, radio spots, and website landing page.
  • Conducted market research and analyzed the current collateral produced by the university was the first task that was completed in order to begin developing a Communications Plan
  • Created a branded website landing page for the UDC Brand Ambassador Profiles on the existing UDC website
  • Produced six (6) short UDC Brand Ambassador Video Profiles that lived on the website landing page and were used in social media advertising
  • Created a successful social media strategy for Facebook to increase awareness and drive traffic to the UDC website that would ultimately increase student enrollment
  • Designed, created and placed billboards – six (6) brand ambassadors in the D.C. Metro area transit shelters, interior bus cards, interior Metro cards, and Metro posters
  • Designed and created print ads in English and Spanish, placing them in various newspapers in the D.C. Metro area
  • Produced and placed two (2) 30-second radio commercials in English and Spanish that aired on various radio stations


The campaign successfully increased the overall recruitment efforts at the university and not only allowed for UDC to successfully rebrand itself as a viable and affordable university in Washington D.C., but as a place where students Aspire. Accomplish. Take on the World.
During the four-month social media campaign, Facebook delivered 24,598,148 impressions; 31,847 clicks; and a click through rate (CTR) of 0.13%.