As a University of Colorado Boulder graduate, being able to work on the CU System campaign was a full-circle moment for me. When I became lead art director on the account, the All Four:ONE campaign had been running for several years and was due for an update. By focusing our strategy away from statistics and towards the more emotional benefits of the university, we were able to create a campaign that showed people why CU is a crucial part of all of our lives.
We have increased awareness of CU by almost 20% and have improved understanding of the system and increased perceptions by almost 25%, with 89% of Colorado citizens who saw the campaign having a positive impression of the university.
