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This campaign is millennial/Gen Z lifestyle-driven. Understanding that this younger demo has gone through 9/11, a recession and having a lack of faith in the government … they still hold a blind faith that everything is going to work out for them. They throw caution to the wind and live their life. They are all about experiences. They love to explore, travel and make memories with friends.
Very rarely do you ever hear a college student say that working out a tough problem in math class was their fondest memory in college … rather, these students remember the trips they took (ISP, USP), going places with friends and community life. So this campaign positions CBU as a platform to meet like-minded individuals to team up and take a journey together. Yes, CBU is going to provide the academic experience the student (and parents) want, but there is also a social and spiritual experience that will be much more visceral and memorable.
Tactics:
Digital (Website, Display ads and remarketing)
Broadcast (Television)
Outdoor (Freeway billboards and shopping malls)
Social Media Ads (Facebook, Instagram and YouTube)
Print (Recruiting literature and magazines)
Custom acceptance package
Custom event display
Awards:
Addy (Gold)