Work Samples Prepared for:

The University of Alberta Faculty of Engineering (Engineering at Alberta) is a top-five engineering school in Canada. As one of the largest engineering schools in Canada in terms of size, international impact, and reputation, the school provides a collegial, energetic work environment that encourages creativity and excellence. Since 1908, students have seen success designing and building Formula 1 race cars, zero-emissions vehicles, and robots; developing fire-sensing technology; and using bacteria to create biodegradable plastics.

While known for many of their remarkable feats, Engineering at Alberta struggled with misperceptions due to demographics and regional location. In order recruit new students from both outside the province and abroad, Engineering at Alberta partnered with 160over90 to change the public’s perception of both the University and education within Canada as a whole.

Our team created a new brand platform for Engineering at Alberta that focused on the creative components of engineering rather than the traditional aspects of the field of study. We highlighted the creativity and imagination that is required by engineers to develop solutions to some of the world’s most important problems. This new brand was activated through a variety of different mediums such as paid media placements, a revamped suite of admissions materials, an anthem video, and more. 

While the brand is still in its early phases, Engineering at Alberta and 160over90 plan to measure success through social media engagement, website activity, campus visits, applications/inquiries, and undergraduate/graduate enrollment.

If you close your eyes and picture the classic American liberal arts college, that’s Miami University. Founded in 1809 in Oxford, Ohio, Miami is one of the oldest residential public universities in the country, esteemed in academic circles for possessing the educational rigor of an Ivy but the access of a public. This is supported by the University’s top national rankings, high-achieving alumni, and quintessential collegiate setting that has enchanted many, including poet Robert Frost.

While the institution has a sterling reputation in the greater Midwest, Miami faced a number of key challenges with national recognition and out-of-state student recruitment, including: strong regional competition; low familiarity outside of Ohio (plus some name confusion with the University of Miami in Florida); and lack of association with a singular, strong, positive attribute.

As far back as 2010, Miami turned to 160over90 to articulate a distinctive brand promise, inject new relevancy, and drive reputation. We created a “Have It All” brand platform where small town meets big ambition. Where prestige and irreverence co-mingle. Where the liberal arts tradition is enriched by modern STEM programming. And where love and honor are one.

The surrounding marketing and media campaign celebrates Miami’s unique commitment to providing the best undergraduate experience in the nation.

Results:

• Ranked #1 Public for U.S. News & World Report’s 2015 “Commitment to Undergraduate Teaching” (five years in a row)

• Nationally recognized as a leading producer of Fortune 500 CEOs

• 50% increase in undergraduate applications

• 60% increase in international undergraduate applications

• 96% increase in early decision undergraduate applications

• ACT scores of enrolled class increased to 28.4 (from 26.1)

• Alumni giving increased to 20.6% (from 16%)

The University of Dayton in Ohio is a comprehensive Catholic, Marianist University—one of only three in the world. Communicating Marianist values is essential, but equally important at Dayton is a focus on affordability and accessibility; diversity and inclusion; excellence in teaching; and innovation, entrepreneurship, and research.

Recognizing that the oncoming demographic downshift among 17-year-olds would create increased competition for applicants, UD first partnered with 160over90 in 2007 to develop a brand that would stand out from competitors, break them out of a regional bubble, and increase reach on a national and international scale.

We launched qualitative and quantitative research—with Brothers and with guidance counselors, prospective students, and parents—to inform a bold new brand stance and reputation strategy. We came to learn that Marianists subscribe to the idea of a mutual quest for knowledge, and that students are receptive to that kind of shared educational journey. And so the resulting brand boldly declares: “We do not have all the answers. But we ask the big questions—questions that inspire and provoke. And we search for the answers together.”

In support of that messaging, and in service of raising reputation and attracting high-caliber applicants, the University of Dayton has allowed 160over90 to flex its creative muscles consistently over the years. We developed a new, vibrant, modern graphic language and leveraged new technologies to showcase it, including a first-ever iPad viewbook app and a custom, motion-sensitive video wall in the admissions lobby that encourages collaboration and community. We worked with a local artist to create a continually refreshed campus mural, reflecting the ambition and vision of incoming classes. As part of a student conversion strategy, we launched a bicycle program promising free bikes to 100 incoming freshmen for forgoing cars on campus, which helped protect the planet and pulled down national news headlines. We digitally captured and drove traffic to the Dayton China Institute: a novel study abroad and student exchange opportunity. And we’ve worked to promoted an innovative, no-fee, no-net-increase tuition plan, complete with a specially designed net price calculator, that has placed Dayton in the top ranks of transparency.

Results:

• 37% increase in inquiries, 36% increase in applications

• 50 point increase in average SAT score of incoming students

• Increase in diversity, out-of-state, and international students

• Regarded among Top 20 Catholic Schools in the nation

• Media attention from The New York Times as well as recognition by The One Show

Texas A&M University and the Aggies are a fearless front. A community standing side by side in solidarity. Steeped in history, tradition, pride, and reverence, yet compelled to discover the unknown and solve for the grand global challenges of our time. In 2015, Texas A&M was readying to launch one of the boldest comprehensive campaigns in the history of public higher education. At $4 billion, it would break precedent as the largest ever in the state of Texas, rivaled only by the nation’s most elite public universities. But while fundraising stakes were high, research indicated that recognition of Texas A&M was comparatively low. 160over90 saw a tremendous opportunity to concurrently raise funds and raise national reputation.

We developed a singular, cohesive brand voice for the institution, centered on the idea of fearlessness. For more than 140 years, fueled by its land, sea, and space-grant heritage, Texas A&M has been fearlessly transforming lives and charting change. And we brought the fearless brand platform to life through a combination of large-scale advertisements, earned media, innovative digital touchpoints, and experiential marketing.

On the fundraising front—to match the big, bold, very ambitious nature of the $4 billion goal—we produced a highly memorable three-day campaign launch event complete with a presidential press conference; high-end donor event with celebrity entertainers Earth, Wind & Fire; and record-setting card stunt. The launch moment demonstrated how Texas A&M is leaving an indelible mark on the world, beginning in the great state of Texas.

From there, we strategically broadened our reach. We launched a DC Metro Station Domination, earning an audience with Aggies on the Hill, commuters coming in and out of the capital, and key research funders. We supported Texas A&M as they took an international stage at SXSW’s Interactive Week, showcasing the University’s position as a tier-one research institution and global change-maker with panel discussions and virtual reality experiences. And we produced a ‘viral’ anthem video that authentically captures the institutional ethos of Texas A&M—to live lives of meaning and impact.

Results:

• Ranked #26 Public in USNWR 2021 Rankings (up 8 spots)

• YOY Growth in Annual Research Expenditures; $925M (FY19)

• Ranked 20th in Nation for Research

• Nationally recognized as a top producer of Fulbright Scholars (2020)

• 50 Million+ Anthem Video Views; 400 Million+ Earned Media Impressions; 210 Million Media Impressions

• YOY Enrollment Growth; 71K+ (Fall 2020)

• Raised $4 Billion (Dec 2020)