Transformational Branding
Bringing UIndy's Revitalized Look to Life
About University of Indianapolis
Since 1902, the University of Indianapolis, also known as UIndy, has offered comprehensive and highly respected undergraduate programs in teacher education, communications, health sciences and nationally ranked graduate programs. Personal attention, small, interactive classes, and flexible programming are hallmarks of the institution.
Situation
UIndy Plans to Change Their Perception
The University of Indianapolis had recently invested over $100 million in its campus infrastructure, and had added many undergraduate and graduate programs so that the Uuniversity now offered 100 degrees and certificates. However, many Hoosiers still thought of UIndy as a commuter school or just focused on “teachers and preachers.” Research showed that the cost of tuition was a barrier for parents and students. However, actual costs of attending UIndy is are quite low once you factor in scholarships and financial aid.
Solution
CVR Creates Unique TV Spots
CVR developed a brand awareness campaign for partners, high school counselors and other influencers such as coaches to change the outdated perception of UIndy and show off the new campus. Data showed that once students and families toured the campus, they were much more likely to attend. CVR used a first-person drone perspective to fly through the new campus in a fast- paced video that was not like all of the other “cookie-cutter” college commercials. Two :30 television spots and digital video ads ran in three Indiana markets and cable.
Outcome
The Spots Got Noticed
Campus administrators said that students, faculty and staff and prospective families were mentioning the new ads. A second brand awareness study has not yet been fielded to measure the change in awareness since the spots aired.