University’s new marketing campaign focuses on flexibility
Building upon the success of Brandman University’s most successful marketing campaign in its history, this year’s campaign expands upon the same concept and style to highlight Brandman’s competency-based education modality – Brandman MyPath. Launched last year, Brandman’s award-winning campaign used illustrative designs to set the university apart from its competitors and the higher education industry. The partnership message continues through the new theme: “Earn Your Degree, Your Way.”
The goal of the television, radio, digital, online video and social advertising is building enrollment across all programs with a strong emphasis on the flexible scheduling and affordability that works with a busy lifestyle. Brandman MyPath messaging will rotate with program-specific imagery, said Carla Morano, director of creative services for the Marketing Department.
“We made the deliberate choice last year to use illustrations that we thought would appeal to an adult audience. While risky, it paid off with increased enrollment and the most prestigious award in the creative arts field. We’re continuing to step outside the traditional comfort zone to highlight our innovative programs with illustrations that speak to them. We think the new illustrations and animations are just as exciting,” said Morano,
The new spots also include a little star-power: the voice of Molly Ringwald, known for her acting roles 80’s favorites such as “Sixteen Candles” and “The Breakfast Club” and the current TV series “Riverdale.”
Videos will play in hyper-local markets in California and Washington with the nearest campus location highlighted. In addition to traditional television stations, the videos will run on internet-delivered services such as Apple TV, Roku and Sling.
Last year's campaign"Your Partner is Here" earned an Award of Excellence from Communication Arts, the most extensive trade journal of visual communications. The competition, which is juried, attracts entries from around the world. Illustrator Davide Bonazzi created the images in conjunction with Brandman and its advertising agency, Vitro.
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