A New Tradition
Creating the identity for Augusta’s brand new 150 year old university.
The Challenge
The consolidated Augusta University has history, that is for sure. Unfortunately, its legacy was spread across the many entities that form this system of clinical and academic institutions. To help put the past away and boldly move toward a promising future, we created an identity that gave Augusta University a new common tradition, reflecting the prestige and power of the sum of its parts.
Agency Services
Strategic Positioning
Brand Development
Media Planning & Buying
Campaigns
Collateral Design
Interactive Development
Branded Merchandise
Content Development
Out with the GRU, with the NEW
From the onset, we insured the creation of the Augusta University identity was about more than aesthetics. This was about building both a figurative and literal symbol the community would want to champion.
Going Beyond the Boundaries
W/S was responsible for rebranding the University and developing a messaging platform and new integrated campaign that would help them accomplish the goals set out for the University’s strategic plan. W/S and the Division of Communications and Marketing at Augusta University 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 result is a unified messaging platform and identity that has the institution poised for progress and prosperity.
Jaguar Tracking
Over the past two years, our new student recruitment campaigns (over 60 separate media buys supporting a variety of initiatives) have contributed to over 7,000 application conversions, 3% YOY growth in new freshmen applications, 6% YOY growth in students accepted and 12% YOY growth in tuition deposits received.
“Augusta Is A College Town.”
Our internal mantra for the project has become an external guiding force for the community as a whole. For the brand launch, we made a day of it. Banners were replaced, book stores were stocked with fresh merchandise, the media was there and we opened a new chapter to the history of the University.
Consider the “A” Game, Broughten.
As part of our strategy surrounding the rebranding of Augusta University, we felt it was important for athletics to have its own identity and attitude, so we gave them both.
Be Boundless
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.
Beyond Boundless
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.
Freshman Class Boom
After the rebranding intitiative in 2016, it was time to get Augusta University in front of its target audience. We launched our first multi-channel campaign in 2017 with the primary goal of driving qualified prospective students to apply for admission to the upcoming freshman class. After seeing notable success with digital initiatives we were able to consolidate media channels for an even more successful campaign in 2018. These initiatives corresponded to the university accepting it's largest freshman class in history - the class of 2022!
A Banner Year
In 2019, our media focused shifted to a digital-first strategy that included a variety of tactics ranging from Native to Display, from Social to Connected TV mediums.
Talking To Trailblazers
From aspiring artists to PhD level nursing candidates, Augusta University’s student body is diverse in age and interests. In other words, there are vastly different audiences AU needs to address. And, while the overall message is relevant across the board, the creative for Undergrad and Postgrad, specifically, needed to focus on their unique targets. Therefore, we created two commercials that were aligned in sentiment, but spoke to two distinct audiences.
An Interactive Admissions Viewbook
Augusta University leads with a digital-first approach in all marketing efforts and this project didn't prove any different. Together, W/S and Augusta University decided it was a must to develop a unique and engaging digital viewbook that would give prospects and their parents a peak of what life is like as a Jaguar and, most importantly, provide them with the information they want in a user-friendly way and on the platform they are using most.
Go Nuclear!
The success of Augusta University's Nuclear Program is crucial to the future of the Southeast. Plant Vogtle's expansion has created a demand for highly skilled workers who can help keep the lights on for all of us. Our campaign, for the WORC grant, focused on filling these spots by moving students into the Departments of Chemistry and Physics.
Very ‘Cool’ Careers
The University’s Chemistry and Physics Department needed content as cool as they were. While these two subject matters can be on the intimidating side for undergrads, we wanted to up the accessibility for AU’s future Neil deGrasse Tysons.
The Takeaway
The cat is out of the bag. Augusta is a college town.
Report Card
“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 / Director, Brand Strategy & Development
“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 / Director, Integrated Marketing & Media
“We at Augusta University are so proud of this work. Be Boundless represents 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.”