Leadership

Brandman University and Vitro launch fresh campaign targeting adults going back to school

July 07, 2017

EducationIrvine, California – July 6, 2017 –Brandman University and its agency of record, Vitro, have launched a new campaign designed to stand out in the higher education marketing space. Titled “‘Your Partner is Here,” the campaign leverages an internationally known illustrator to bring the journey of adult education to life using unexpected metaphors.

“Your Partner is Here” departs from stereotypical lifestyle imagery and visuals by tapping into the creative talents of artist Davide Bonazzi. The striking illustrations in digital, social and animated for television uses the obstacles that adult students experience when going back to school — and how an experienced partner can turn those obstacles on their head. A fence becomes steps, a light beam becomes a bridge, and a blackboard becomes a mirror to a student’s future self.

The campaign’s radio spots complement this creative approach by applying the same metaphorical storytelling techniques (and puppies!) to emphasize that Brandman University is the partner who can help students reach their educational goals and beyond.

“We recognize that within the adult education space future students have a lot of options for their higher education,” said Roger Lee, executive vice chancellor and chief marketing officer at Brandman. “The campaign allows us to show we understand the challenges they may face and let them know we have the solutions they need to succeed.”

‘We really tried to go against the trend of happy, smiling students that the “degree mills” out there use in their advertising and speak honestly about the obstacles facing returning students. Not going negative, but being genuine and real about actual graduation rates — especially the fact that Brandman’s rates are much higher. Instead of just taking students’ money and promising a degree that may or may not materialize, Brandman sticks with you every step of the way,” said Brian Dunaway, executive creative director at Vitro.

“We’re your partner” is currently rolled out across digital and traditional platforms including TV, radio, digital video, digital display, search and social media in major markets in California and Washington, where Brandman University has campus locations, and at the national level for its online programs.

About Brandman University

Brandman University is a private, nonprofit institution accredited by the WASC Senior College and University Commission (WSCUC). As part of the Chapman University System, Brandman blends a legacy of academic excellence with innovative curriculum and strong support services designed for students with busy schedules. The university offers 50+ undergraduate, graduate, credential and certificate programs across its schools of arts and sciences, business, education, nursing and health. Brandman serves 12,000 students annually with programs available online and at 27 campuses throughout California and Washington. The university’s online programs consistently rank among the top in the nation by U.S. News & World Report. For additional information, go to https://www.brandman.edu/mypath/degrees-courses. Media inquiries should be sent to Director of Communications Victoria Lim at vlim1@brandman.edu.

About Vitro

Vitro is not just another ad agency. Featured In Ad Age’s Top Ten list two of the last three years, Vitro has been helping brands drive their business forward for 24 years for iconic brands like ASICS, Wild Turkey, Adidas, Petco, Lexus & Disney. Our success lies in the success of our clients. Above all else, we’re business partners, seeking out creative solutions to real world business and brand problems, delivering results that matter. Combine that with our philosophy of Never Settling and you can see why VITRO stands out as a next-generation creative agency.

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