University of the District of Columbia
National Recruitment Advertising Campaign
SRB Communications has achieved great results in projects small and large; locally, regionally and nationally. We executive ongoing recruitment advertising campaigns on behalf of the University of the District of Columbia, currently for the 2017 Fall and 2018 Spring semesters; and previously for the Spring and Fall 2015 semesters and Fall 2014 semester.
SRB Communications has achieved great results in projects small and large; locally, regionally and nationally. We executed an 18-month recruitment advertising campaign on behalf of the University of the District of Columbia for the Fall 2014, and Spring and Fall 2015 semesters, which utilized traditional and non-traditional media.
In November 2013, we began working with 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. Our challenge was centered around the fact that there was a significant disconnect with the university’s identity. UDC saw itself one way, while the internal and external stakeholders often saw the university in the complete opposite way. 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.
Conducting market research and analyzing the current collateral produced by the university was the first task that was completed in order to begin developing a Communications Plan. In March 2013, the UDC Board of Trustees approved the plan that had been developed over the last four months and the recruitment enrollment campaign was launched.
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. The campaign successfully increased the overall recruitment efforts at the university.
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. Prior to 2016 the campaign slogan was, Where Lives Are Changed.