Be Boundless
Augusta University rolls out brand campaign focused on the limitless opportunities for Jaguar students.
Over the past year, Wier / Stewart and the Division of Communications and Marketing at Augusta University have met with and/or surveyed various groups across the university: admissions, faculty, deans, alumni, leadership, graduate-level recruiters, Student Government Association, among others to gather input and present what key differentiators Augusta University offers students.
The Challenge: Develop Brand Positioning, a Messaging Platform and a Creative Campaign that strategically positions the university for success among their key target audiences.
Our Solve: Who is Augusta University for? It’s for pioneers. It’s for people who want to make a difference, who want an experience that gives them the tools to win in life. They put opportunity first, crave interaction and leadership, and want to go their own way. They’re the type of people who want to help others, who are interested in emerging technologies and ancient philosophies, and who want to be challenged. It's for the Boundless.
What is brand positioning?
Positioning is how we plant ourselves in the minds of our most important audiences.
Positioning should be a differentiated, motivational and sustainable thought. It is not just our definition (a higher education institution) or how we express it (taglines, messages, ads, videos, etc.), but it should serve as the conceptual core for all that we say and do. It’s about what we want people to feel when they see and visit our university, and remember when they walk away.
Our students have an advantage, created by Augusta University's diversity in thought, culture and collaboration, to create their own path and shape their own future.
Augusta University's Positioning Statement
Watch "Be Boundless" / Campaign TV Spot
"Boundless describes the faculty's enthusiasm for their students. It depicts a will to win, a thirst for knowledge and a lack of barriers when it comes to innovation and partnerships. It is a perfect descriptor of potential in general, and the edge Augusta University gives students specifically."
Christina Tucker / Account Executive
AU's Messaging Platform delivers Boundless:
Discovery
Diversity
Leadership
Partnership
Quality
Advantage
Opportunity
Collaboration
Creativity
Innovation
Energy
Determination
"We're excited to be well-positioned to extend Augusta University's media reach even further in the year ahead. Through exploring new tactics and markets in line with industry-leading initiatives, and building upon the success we achieved with prior digital efforts, we can't wait to reach new heights."
Katie King / Media Director
"We at Augusta University are so proud of this work. Be Boundlessrepresents the trajectory of our institution and the unique advantages only found at Augusta. We are confident this campaign will resonate with our potential and current students because it was made by, with and for them."
Aubrey Hinkson / Associate Vice President, Marketing
