A brand campaign that unified messaging and departments.
Run with the big dogs.
Our Challenge
Proving value.
With enrollment at 4-year institutions trending lower across the country, Drake embarked on a journey to reposition the university to speak directly to the needs of the next generation, many of which are first-generation college students.
Our Solution
Higher education. Higher expectations.
Through discovery with a higher-education partner, a new messaging strategy positioned the university as a place that provided an elite education without an elite mindset—a place that was open to new ways of thinking and learning. This opened the door to creating a campaign that unified the brand across departments, improving consistency and driving enrollment.
Campaign Concept
Open to the possibilities.
Drake does more than encourage openness in its students and future leaders—it provides. With access to mentoring faculty, access to field experience, and access to a city of professionals ready to offer real-world internships to make a real world of difference. If you’re open to a brilliant future, Drake is open.
Campaign Video
Eyes wide open.
Drake’s friendly mascot, Griff II, takes viewers on a journey around campus to reveal the many ways students can open their minds today to lead tomorrow—from collaborative classrooms and campus traditions to conference championships and hands-on research.
Digital Outreach
Click to open.
The breakthrough campaign translated beautifully to digital media with student-centric photography, eye-catching animated graphics, and inspiring text. Also Griff.
Travel Brochure
The open road.
Designed to encourage engagement at high school events and drive admissions, this robust collateral piece delivers the powerful “open” campaign theme seamlessly. From favorite local restaurants and festivals to academic excellence and dining options—the hardworking piece inspires passion for the university and the community.
Social Content
Social opportunities open up.
We designed captivating motion graphics for Drake to use on social platforms, enlightening potential students about all of the opportunities that await, as well as all the ways to access the school financially.
Transfer Brochure
Wide open world.
Transfer students have different priorities than traditional students. So they required untraditional collateral. We were open to that. The Red Dot team created a comprehensive piece that spoke directly to audience needs and opened conversations about how they could make the most of their experience at Drake.
Event Promotion
Open campus.
Each summer Drake hosts the Dog Days of Summer, an exciting event that opens campus to welcome prospective students and gives them a glimpse of student life. We created a direct mail piece guaranteed to stand out in any senior’s mailbox. Griff II approved.
