UofL Now Campaign

Attending several focus group sessions, I found evidence that the University of Louisville was considered a “commuter school” by potential college students. The perception by most upcoming high school graduates, and their parents, was that the college was not updated, lacked technological advantages and would be a disappointing college experience for traditional students.

My creative team and I branded and launched the advertising and media campaign we named "UofL Now,” to educate students on the updates and improvements the college had made and was continuing to make. This was achieved through fact-based creative messaging, as well as photography of the campus areas, using actual students in non-staged settings. This was a very successful campaign, attributing to an initial 30% increase in new student admissions, changed perceptions across the demographic and assisted in the college’s capital campaign goal to raise $1 billion dollars.