University of San Francisco

The University of San Francisco is a great academic institution that teaches values and ethics as part of the core curriculum. We counseled USF that while they may never be considered on the same academic level as Harvard or Stanford, they could be the Harvard or Stanford with a heart. We developed an evocative digital and out-of-home campaign based on this strategy and saw immediate results. Alumni and student social channels lit up, and the university’s steering committee reported an almost overwhelmingly positive response from business colleagues, friends and professors, as well as a 12% increase in unaided awareness the first year alone.