From the Nominator

Miami University strives to build a national brand, so it created and launched The Power of Will, an integrated marketing and communications campaign. Will is an idea, a belief that powers everything we do. We believe that every willing student deserves an opportunity to change their world. So, we are positioning Miami as a Public Ivy, where obtaining an excellent education is possible when the university and the student journey together to achieve their academic goals. Our promise is simple: if you have the will, we will help you find the way.   

We worked with Carnegie, a marketing agency, to conduct qualitative and quantitative research, which involved surveys and conversations with students and families in out-of-state markets, current students, faculty, staff, alumni, parents, and community members to learn about their Miami perceptions. With this insight, Carnegie presented two concepts. Only after seeking campus-wide feedback, Miami’s content team finalized the concept wrapped up as The Power of Will.   

The campaign includes paid digital display ads, search, CTV, and bus shelters in Chicago, Hartford, New Haven, NYC, Saint Louis, Minneapolis, and Kansas City. We are aligning and measuring the campaign on four main areas: (1) brand integration, (2) on-campus brand activation, (3) awareness, and (4) performance. So far, the campaign has increased our brand recall and conversions since the campaign launched. RFI/awareness conversions have enjoyed a 34.3% YOY increase and also, the visit Miami and Admissions and Aid website impressions have grown 93% and 80% respectively.

From the Judges

Miami University’s superb Power of Will entry showed how to bring together all the ingredients for success in a brand campaign. A proper research phase, a strong and clear positioning, a sound strategy, smart creative execution, a fit-for-purpose budget and putting in place the correct measurements to track progress. Such a comprehensive and clear-eyed approach is all too rare in higher ed brand management. Judges loved the idea that prospective students and families are the authors of their own stories—what a great concept. Bravo Miami!