Discover More Campaign
- George Mattingly II
- Oct 9, 2019
- 2 min read
Updated: Jun 10, 2021
Role: Writer
The changing student landscape at higher education institutions requires communications that speak directly to students at their level. Discover More serves as the overarching theme of an admissions recruitment campaign for UH-Clear Lake. This concept puts the student at the center of a journey toward their higher education and beyond with UHCL as the starting point. The campaign included an overhaul of admissions/recruitment materials, including viewbooks, website, advertising and events.
Viewbooks
Admissions viewbooks are a recruiting piece often used as the first touch point for prospective students. The UHCL viewbook needed an overhaul of content, design and imagery to speak to today's students and highlight the growth of the university. This piece was created in-house.
Website
The complement the new theme and publications, the UHCL Admissions landing page was restructured to make easier to navigate with messaging that spoke directly to different target populations. I assisted in editing this web content for publishing.
Print Advertising
To increase visits to the website and raise brand awareness, print and digital ads were produced that all tied to the central theme of "Discover More". The sub-areas of "To See", "To Do" and "To Learn" aim to highlight the expansion of campus, the growth of the student life experience and the quality of academics, respectively. The theme was carried over to advertising for the university's open house events.
Placement in Pearland Town Center
Placement in Newcomer and Relocation Clear Lake Guide
Placement in Galveston New Residents Guide
Digital
In Fall 2019, the freshman and transfer open house event was re-branded to align with the "Discover More" campaign. I wrote the script for these videos, which were adapted for video ads on Snapchat and Instagram.
Additionally, I wrote content for Facebook and Instagram carousel ads targeted at freshmen and transfer students. The ads feature highlights from the event, including the university's first residence hall, a Spanish information session, and application fee waiver.
Fall 2019
Spring 2020
Social Media
UHCL Admissions social media sites were updated with new imagery and messaging to reflect the "Discover More" campaign. The university's open house event was re-branded as "Discover UHCL" to reflect the campaign.
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