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Theory becomes practice at the NYU School of Professional Studies.
The Challenge
To herald the introduction of a new name, the NYU School of Professional Studies wanted a campaign that showcased the school’s leadership status as one of the country’s top institutions of professional higher education, while elevating the perception and awareness of the school’s offerings among prospective students, hiring managers and industry professionals.
The Solution
We crafted a cohesive, overarching brand campaign that balanced the unique nature of the NYU School of Professional Studies with the power and recognition of the NYU parent brand. Print, Billboard and Digital Banner Ads showcased powerful headlines and unique imagery using negative space to grab attention and stand out amongst the sea of higher education clutter.
The Result
The “Find Your Future Self” campaign successfully launched in the fall of 2014 redefining what the NYU School of Professional Studies represents. Our focused efforts reduced confusion among the credit and noncredit offerings and the modern feel of the ads exemplified the school’s relevant, world-class professional opportunities. The campaign positioned the NYU School of Professional Studies as the global leader in professional higher education.
Additional phases built on the momentum of the overarching campaign, and succeeded in increasing qualified applications and enrollments among the credit audience for both the undergraduate and graduate programs. Digital Pulp has been proud to develop a strong collaborative relationship with the NYUSPS marketing team, having created a total of 7 multi-channel campaigns for various programs and offerings.
