Why, Oh Why?

STRATEGY

Why, Oh Why?

Flash forward a couple of years to an economy (and campus marketing budget) that is finally starting to rebound. The client (now Director of Marketing) engages an energetic m|m video crew, which sets up shop near a busy campus walkway one day at lunchtime. With unwavering determination, they pull unsuspecting students from the crowd, over and over again asking the question, Why do you love Clarion University? The spontaneous, unrehearsed interviews become the foundation of a fun, authentic, and heartwarming series of new TV commercials for Clarion University.

MEDIA

Heigh Ho, Heigh Ho, It’s Off to Work We Go

Before the poor marketing director has even a moment to enjoy the media limelight, the recruitment cycle for the next year’s class beckons. He presents the Brand IQ elves with yet another challenge: to design and deploy not only a marketing plan and brochure for the university’s housing department but also a comprehensive Enrollment Media Plan to include TV, radio, and online channels. The elves accept the challenge and immediately get to work (whistling, of course).