Institutional Marketing Samples
University of Virginia
“Building the Brand”
University of Arizona
The University of Arizona
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Founded as a women’s college in 1861 by a brewer, Vassar has since become an incredible coeducational research institution, leading the charge in championing the liberal arts. Vassar College has graduated amazing, award-winning, world-changing people across every industry. Unfortunately, Vassar faced two significant challenges when it came to their brand. First, many still thought of Vassar as a women’s college and did not know it has since grown to become the coeducational research institution that it is today. Second, Vassar has always had a culture of creativity and independence. While great aspects of an institution, it meant that their brand had no cohesion or definition. It was a collection of individual creativity that did not meld together in a way that reflected the College. The College was unable to define who they were and what that meant to each of their audiences.
160over90 was brought in to help create a new brand platform that celebrated individuality and creativity but also brought consistency and cohesion to their story. From our very first visit, we uncovered that when you step onto campus in Poughkeepsie, there’s a sense of beautiful friction that permeates. People are not afraid of coming together to disagree and coming away with greater understanding. Rather than creating a community of like-minded people, Vassar has built a community of unique individuals, willing to explore the edges of tangency, between people, cultures, disciplines, and divides. When we are willing to confront these edges, progress ripples. Incredible things happen. 160over90 leveraged that notion to create a new brand platform centered on the idea that very simply answers “what happens where edges meet?” Ideas collide. Cultures coexist. Perspectives cross. Barriers shatter. Sparks fly. The brand came to life in a series of seminal admissions executions including a viewbook, on- campus signage, and is currently being brought to life in the new Inn & Institute opening soon on campus.
The new suite of admissions materials will be launching for the upcoming recruitment cycle (2021) so we do not have significant numbers to share yet. However, of equal importance, this is the first time in Vassar’s recent history where they have entire alignment of the institution, including buy-in from the President, Board, and leadership across admissions, advancement, and all units
"Spark the Truth"
University of Florida
University of Florida
"The Gator Good: Anthem"
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From commuter night school to creeping in on the top 100 of US News & World Report Rankings, Temple University has been no stranger to growth and change over its 138-year history, and it has no intention of slowing down now. Temple has always been setting the pace for what institutions of higher learning should do and mean in the world, but it is the brand work and alignment across its 17 schools and colleges and thriving academic health system that has catapulted the institution to previously unrealized recognition for all that it stands for.
In creating a brand that everyone could be proud of, we first needed to identify what it means to be part of the Temple community. Ultimately, our “Take Charge” brand embodied the “Temple Type’s” grit, work ethic, and never-ending instinct to make an impact, delivering on our strategy of “Tenacious Vision in Action.” The new brand made its debut with a sleek new microsite, featuring an anthem video that illustrated what sets the “Temple Type” apart. It also took charge of the entire Philadelphia region with outdoor advertising, social media, radio, and several micro-branded campaigns—including a Broad Street Run takeover and a student-focused ad series called “Hire an Owl.”
In April 2019, 160over90 launched the“Unbreakable,” brand campaign. This new brand platform was defined by Temple’s network of individuals held close through common purpose to chase the greater good. Through activations, research, strategy, public relations, social media, video/print/photo production, the brand came to life both on and off campus.
As part of this work, we foster buy-in and promote a shared understanding on campus, and further brand integration alongside the SM&C team. 160over90 develops brand guidelines, provides messaging recommendations, and arms the internal team with all tools necessary to implement the brand internally.
In addition to the overarching institution brand, 160over90 has completed sub-brand work for the College of Public Health, College of Engineering, Kornberg School of Dentistry, Fox School of Business, and Klein College of Media and Communications. We are currently in the process of developing brand platforms for the Beasley School of Law, Katz School of Medicine, School of Sport, Tourism and Hospitality Management, and College of Education—all with an eye towards how these sub-brands can fit into the overarching brand platform and message for Temple.
While our work has spanned the entire institution and its schools and college, 160over90 has begun the process of translating of the brand for Advancement and their high-profile fundraising initiatives.
Following the rebrand, Temple moved up 19 spots on the U.S. News & World Report rankings of national universities—its highest ranking to date.
In assessing the university’s years-long investment in alignment, we see the cumulative return on our combined efforts: increases in engagement with prospective students, smoother paths through to application, and direct correlations between paid marketing and admissions. To continue to achieve institutional change via university alignment, our growth drivers will be brand experience, digital innovation, and the student experience. As we set our sights on the future, Temple University can capitalize on their culture (people, capabilities, and influence) as they chart their future with a new President, reinvigorated brand platform and bold ambition.
"World Without Light"
Comprehensive Case StudyView Creative Samples
In early 2017, Colby College was gearing up for a $750 million campaign— the largest in liberal arts education history. Advancement leadership aspired to uncommonly map fundraising priorities to big-picture institutional values: the arts, wellness, civic engagement, global connections. And President Greene planned to further break precedent and go public after just one year in the silent phase. Together, 160over90 and Colby took an educated risk in turning outside of the category for campaign inspiration. And ultimately, what started as a fundraising brand effort cracked the cultural code at Colby, later carrying over to admissions work and student success initiatives and defining Colby on the national stage.
To honor the spirit and ethos of Colby, and to recognize timely societal issues and philanthropic trends, 160over90 crafted a campaign narrative and visual system unlike a typical college’s, instead channeling values-based consumer brands for inspiration. The resulting campaign, Dare Northward, nods to the school’s geography, reflects its bold history and upward momentum, and positions Colby at the forefront of national conversations about liberal arts in a rapidly changing global environment.
The campaign brand was conceived and brought to market in just five months—an unparalleled pace in higher education marketing. In continued non-traditional fashion, Dare Northward [and darenorthward.colby.edu] debuted in October 2017 as part of a 10-day Homecoming celebration, culminating in an unforgettable launch event at the Waterville Opera House. A second launch followed in December 2017 in New York City, complete with a lighting of the Empire State Building and appearances at the New York Stock Exchange and on Good Morning America.
2018 was both about inviting the larger community into the Dare Northward movement, and focusing specialized attention on Colby’s most significant donors.
The College hosted a cross-country event series in which 160over90’s video storytelling complemented live appearances from students and leadership. And to recognize major donors/steward new gifts, 160over90 crafted a dedicated, digital thank-you site showcasing the exceptional impact of gifted programs like DavisConnects.
Beyond fundraising, as a testament to authentic branding, Dare Northward officially crossed over into admissions, helping to recruit Colby’s best-ever classes. We developed a targeted social media strategy for reaching prospective students, and built out a suite of video vignettes to engage prospective students.
Most recently, we teamed up on a vital and historic effort to Pay it Northward for 2020 grads, calling on 30,000 Colby alumni, friends, and parents to secure full-time jobs, short-term projects, fellowships, and volunteer opportunities.
To date, Dare Northward has raised $625M and supported:
- New financial aid programs to broaden Colby’s reach and open doors to the most qualified prospective students from every background
- Unprecedented student access to research, internship, and global opportunities
- Expansion of curricular offerings and Colby’s research profile
- Expanded arts and cultural programming
- Strategic growth of the faculty
- Colby’s tradition of athletic excellence alongside academic preeminence
- A deepened connection to/revitalization of downtown Waterville, renovating spaces and introducing new residential/retail offerings
Pay It Northward generated 675+ post-grad opportunities and earned Colby major kudos from Forbes and other media for its all-hands-on-deck approach to keeping young professionals’ lives on track, even while the ground shifts under their feet. And as a halo effect, Colby is now ranked #17 among National Liberal Arts College, and has seen a record-breaking number of applications and increasingly diverse student population, year over year.
Beyond Higher Education
Cardinal Glennon Children’s Foundation
"Devoted" Brand CampaignView Creative Samples
Cardinal Glennon Children's Hospital
SSM Health Cardinal Glennon Children’s Hospital has been serving the St. Louis, Missouri community for nearly 70 years and remains the only free-standing, non-profit Catholic pediatric hospital. It provides state-of-the-art care to thousands of children with complex conditions.
But Cardinal Glennon is so much more than just a children’s hospital. Everyone they come in contact with—whether in a hospital or out in the community—feels the “Glennon effect.” Healing that goes beyond just the physical and caring for families is at the core of everything they do. The Foundation at Cardinal Glennon Children’s Hospital engaged 160over90 to develop a storytelling platform that connects the organization’s roots to their vision for the future. The agency was charged with developing everything from the messaging and visual identity to a media campaign designed to get current and prospective donors to see a personal need and connection to Cardinal Glennon that translates into philanthropy.
160over90 first established an evergreen brand essence centered on the idea of “Our All, For All” – which speaks to Cardinal Glennon’s uncommon and uncompromising commitment to pediatric health care, while also working in lockstep with the Catholic identity of the organization.
Building upon this brand essence, 160over90 partnered with Cardinal Glennon in 2023 to develop the “Devoted” brand campaign. Cardinal Glennon is devoted to finding grace in moments big and small. In birthday parties and swim lessons; in Saturday morning cartoons and Sunday Mass. In the soaring triumphs and the deepest losses. And in the moments that will change a family forever. Because Cardinal Glennon is devoted to a world where kids get to be kids. In all ways. Always.
As part of the “Devoted” brand campaign, 160over90 developed key campaign assets included video content, digital, print, social, environmental, and donor communications.
The awareness campaign launched in September 2023 and has outperformed benchmarks across all major channels and tactics with video content driving the highest click-through rates.
Cardinal Glennon Children’s Foundation - 60 Cutdown
Case StudyView Creative Samples
In 1859, Philadelphia became home to America’s first zoo. Ever since, the Philadelphia Zoo has created joyful discovery by connecting people with animals and inspiring action for wildlife and habitat.
Today, as one of the region’s leading family destinations and foremost conservation organizations, the Philadelphia Zoo is home to nearly 1,300 animals (many of which are rare and endangered) and educates more than 1.2 million visitors/members annually about animal and environmental conservation.
As part of its 2019 strategic plan, the Zoo set out to heighten awareness of its multi-fold mission; to increase visitation and membership; and to drive donations for innovative programming, world-class exhibits, and immersive experiences.
160over90 was brought in to first architect a brand narrative that could bridge the gap between current “fun family destination” perceptions and the forward-thinking, change-making, cultural entity the Philadelphia Zoo aspires to be—and then to develop a corresponding fundraising campaign platform.
The agency began with an [unusually hands-on] discovery and onboarding phase, complete with extensive Zoo tours and one-on-one animal interactions, as well as interviews with senior leadership, Board members, marketing and development leads, Zoo staff and volunteers, new and longstanding members, and visitors.
Qualitative research led us to this strategic positioning: that the Philadelphia Zoo is a neighborhood entity unlike any other, where humans and the wild coexist and where world change is sparked. A visit to the Philadelphia Zoo is an experience that changes the way people see, enjoy, and appreciate the world. And by plucking families out of their scheduled, screen-focused routines, the Zoo shifts perspectives, providing a refreshed appreciation for [wild]life and for one another. In short, “the Zoo changes you.”
This manifested in a brand platform, “Wild Awake,” that invites members and visitors alike to help make the Philadelphia Zoo the most innovative Zoo in the world, where coexistence of animals, people, and nature is respected and celebrated.
160over90’s branding efforts are helping to keep the Philadelphia Zoo top of mind with members and visitors, and to solicit ongoing support—especially during the pandemic, which created serious financial strains on the organization while doors were closed for a number of months.
"Awaken" Campaign Anthem Video