University of the District of Columbia
Client
The University of the District of Columbia (UDC) is an urban land grant institution that formerly served as both a university and a community college, providing services that included workforce development and transitional college programs geared to the city's youth.
Challenge
Because UDC's workforce development programs were often overshadowed by traditional degree programs, the university wanted to raise awareness about educational opportunities for all prospective students.
Enter Reingold
Our public awareness campaign began with the creation of a cohesive and consistent image, featuring a distinctive color scheme and the faces of appealing students, paired with strong messaging and the tagline: Great Futures Start Here. Then we managed a full-scale media campaign, writing radio scripts, producing a video PSA, and placing advertising on television, radio, and Metro buses and trains. And Reingold's targeted market research helped leverage the university's limited advertising budget to maximize its scope of coverage.
Results
The campaign made UDC's phones ring off the hook. In fact, response to the messaging and design was so good that we were asked to expand our creative work to the entire university.