Make your PSA work harder by making it smarter.

Big things are changing at the University of Cincinnati. With their birth in the college football playoff and coming addition to the Big 12 conference, a national spotlight is circling on the University and we are excited to be a part of their response. This past summer through a research initiative they identified six targeted audience groups, each with a different set of attributes, interests, and priorities ranging from the super loyal Bearcats for life to those students and alumni that are under the radar. Based on those findings we developed a content strategy with messaging built for each individual group. Each message is built on the same single strategy, but hones in on those unique characteristics of the groups allowing custom aspects of the university to be emphasized. In essence making a smarter institutional PSA.

Through careful media planning each group is served their own spot which is meant to speak directly to each group. In the past we’ve worked on similar strategies with smaller initiatives, but nothing at this scale. We are thrilled to partner with UC as they embrace an innovative approach and let their PSA work harder for them.

And working harder it is as currently their admissions numbers are up by 60% from last year. (In fact maybe working a little too hard as the university is running out of rooms for incoming first year students. A good problem to have.)