2016 Recruitment Campaign

Think Big. We Do. The University of Rhode Island
2016 Fall Recruitment Campaign – Out of Home Billboard

On October 7, 2016 the University of Rhode Island launched its fall recruitment advertising campaign.

The campaign features traditional television, radio and out-of-home billboards, with a completely refreshed digital ad campaign and brand new digital audio, digital video, search and social media ad campaign in order to reach our target audiences at every touch point; tv, radio, in the car, on mobile, desktop, connected tv (Apple TV, Roku, etc.), social media (Facebook, Instagram, YouTube) and on Google search.

OBJECTIVE: The objective of the fall campaign media plan is to engage prospective students and their parents or influencers and inform them of our academic success at the University of Rhode Island and drive them to apply to the school with the intent to enroll.  The secondary objective is to build pride with alumni in the primary markets.

STRATEGY: By showcasing various creative through an integrated media plan we will show prospective students and their parents or influencers why the University of Rhode Island is the right school for them, a great value and a pathway to a successful career. The campaign will enhance admission efforts in targeted markets.

TARGET AUDIENCES: High school juniors and seniors, mothers, fathers, and influencers of juniors and seniors in high school.

PRIMARY MARKETS: Greater New York City, Northern New Jersey, Southern New Jersey, Southeastern Pennsylvania, Northern Delaware and Chicago.

CREATIVE: All creative below is being distributed in all primary markets listed above.

TIMING: The campaign will run from October 7 through November 25, 2016.

Television / Digital Video:

The television and digital video spots feature what others are saying about URI, our academic excellence, and beautiful location. A mix of :15 and :30 second spots were developed with updated voiceovers from the 2015 campaign. Each digital video links to a dedicated landing page where the user can “Explore” (links to admissions page) or “Apply Now” (links to the common app). (:30 shown)


More on Video: View the :15 and :30 at the following links.

:15 – https://www.youtube.com/watch?v=2WTaQHjSHCU
:30 – https://www.youtube.com/watch?v=W_kD7a52aBk

Out of Home / Billboard:

The billboard features our “Think Big. We do.” copy with a vibrant image of a diverse group of students and a global flag image which visually represent our big thinking, on a global level.


The radio ads feature our big thinking and follow the script from the television and digital video spots for consistency. (:15 and :30-second radio ads featured below)

Digital Display Ads:

Digital display ads are served to our target audiences through contextual, behavioral and interest level browsing patterns. All display ads feature a call to action with an “Explore” button and link directly to the branded landing page. (9 versions created, three shown)

Digital Social Ads: Facebook, Instagram, YouTube

The social campaign is by far the most complex.  The basics are below.

Six themes:

  • General URI Branded
  • Harrington School
  • CELS
  • Health Sciences
  • International (IEP, IBP)
  • Student Life
  • (Branded ads are shown below, Download PDF to view creative for all themes). Featured programs were identified by the admission and enrollment management offices as opportunities for growth.

Creative media for Facebook and Instagram:

Static ad: One image with post copy and call to action link to an associated landing page.

Carousel ad: Four images with post copy, image caption copy and call to action button “Learn More” with a link to an associated landing page.

Landing page link: Each social ad links to associated theme page (Branded, Harrington, CELS, Health Sciences, International (IEP, IBP), Student Life).(Download PDF to view creative for all themes).

Please contact Heather Colby, Assistant Director, Brand Marketing and Advertising, with feedback. 401.874.7892 or hcolby@uri.edu.