{"id":54402,"date":"2019-11-21T18:13:56","date_gmt":"2019-11-21T23:13:56","guid":{"rendered":"https:\/\/web.uri.edu\/external-relations\/?page_id=54402"},"modified":"2025-11-25T16:07:27","modified_gmt":"2025-11-25T21:07:27","slug":"2019-recruitment-campaign","status":"publish","type":"page","link":"https:\/\/web.uri.edu\/external-relations\/marketing-services\/2019-recruitment-campaign\/","title":{"rendered":"2019 Recruitment Campaign"},"content":{"rendered":"

2019 Recruitment Campaign<\/h1>

Calling All Big Thinkers<\/p><\/div><\/div>

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Apply site-wide<\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n
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Overview<\/h2>\n

Objective<\/h3>\n

The objective of the recruitment campaign creative and media plan was to engage prospective students and their parents or influencers, inform them of our academic success at the University of Rhode Island, and drive them to apply to the school with intent to enroll. The secondary objective was to build pride with alumni in the primary markets.<\/p>\n\n

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Strategy<\/h3>\n

The strategy focused on engaging prospective students and their parents or influencers through an integrated media plan of traditional and digital platforms. It allowed students to \u201csee themselves here\u201d and showcased why the University of Rhode Island was the right school for them and a pathway to a successful career.<\/p>\n\n

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Tactics<\/h3>\n

The integrated media plan targeted key audiences through various media including:<\/p>\n

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  • Television<\/li>\n
  • Digital Video<\/li>\n
  • Out-of-Home – billboard<\/li>\n<\/ul>\n
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    • Digital Display<\/li>\n
    • Social Media<\/li>\n
    • Google Search<\/li>\n<\/ul>\n
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      • Contextual, behavioral and programmatic<\/li>\n<\/ul>\n<\/div>\n\n

        Target Audiences<\/h4>\n
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        • Primary: High school juniors, seniors, parents, and influencers.<\/li>\n
        • Secondary: Alumni, donors, legislators and community members.<\/li>\n<\/ul>\n\n

          Primary Markets<\/h4>\n
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          • Greater New York City<\/li>\n
          • Northern New Jersey<\/li>\n
          • Southern New Jersey<\/li>\n<\/ul>\n
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            • Southeastern Pennsylvania<\/li>\n
            • Northern Delaware<\/li>\n
            • Northern Virginia<\/li>\n<\/ul>\n
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              • Chicago<\/li>\n
              • Rhode Island<\/li>\n<\/ul>\n<\/div>\n\n<\/div>\n<\/div>\n<\/section>\n\n\n\n
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                Creative Concept: Calling All Big Thinkers<\/h2>\n

                The 2019 recruitment campaign creative concept used a cinematic narrative to present the essence of URI \u2014 an invitation to experience what it\u2019s like to be a member of the URI community. The concept illustrated research and scholarship, showcasing unique experiences and industry-leading technologies that come together for our students both in and out of the classroom, on campus or abroad.<\/p>\n\n

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                Video Treatment<\/h3>\n

                The television and digital video spots included all-new footage that moved the viewer from the abstract to a literal identification with the featured student.<\/p>\n\n

                Spots typically began with close-up shots detailing activity that was given broader context later in the spot, where the camera moved to an “over the shoulder” perspective. This provided the viewer with a first-person experience while not yet fully connecting them with the featured student.<\/p>\n\n

                Finally, the spots closed by focusing on the face of the student in detail, making a deep connection between the activities the viewer had witnessed and the real student who had been carrying them out. The goal was to allow the viewer to see themselves in the students and make the conclusion that they, too, would thrive at URI.<\/p>\n\n

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                Featured Programs<\/h3>\n

                The campaign featured students from six academic and two non-academic interest areas. Each area was shot in a single location and focused on a main activity with the student.\n

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                • Engineering: Engineering lab \/\/ student interacting with robotic arm<\/li>\n \t
                • Ocean Science: Inner Space Center \/\/ underwater research lab<\/li>\n \t
                • Health: Treadmill room \/\/ suiting up and walking \/ jogging<\/li>\n \t
                • College of the Environment and Life Sciences: Peckham Farm \/\/ measuring lambs \/ animal care<\/li>\n \t
                • Harrington School of Communication and Media: Harrington Studio \/\/ video editing suite<\/li>\n \t
                • Pharmacy: Pharmacy lab \/\/ late night lab work<\/li>\n \t
                • Athletics: Ryan Center \/\/ basketball team getting ready for game<\/li>\n \t
                • Place\/Club Sports: Sailing Center \/\/ sailing and adjusting sails<\/li>\n<\/ul>\n\n
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                  Featured Students<\/h3>\n
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                  \"Kaki<\/div>\n

                  Health Sciences \/ Kinesiology<\/h4>\n

                  Kaki (\u201cKay\u201d) Tse \u201919<\/h5>\n
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                  • Major(s):<\/span> Kinesiology and Psychology<\/li>\n
                  • Home:<\/span> Cranston, RI<\/li>\n
                  • Highlights:<\/span> Works at campus rec facilities – class instructor<\/li>\n<\/ul>\n<\/div>\n\n
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                    \"Benjamin<\/div>\n

                    Ocean Sciences \/ College of the Environment and Life Sciences<\/h4>\n

                    Benjamin Hooks \u201919 (Dec)<\/h5>\n
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                    • Major:<\/span> Marine Biology<\/li>\n
                    • Home:<\/span> Charlestown, RI<\/li>\n
                    • Highlights:<\/span> Independent study course. Trying to see if a shell disease will decrease the abundance of lobsters in the ocean.<\/li>\n<\/ul>\n<\/div>\n\n
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                      \"Nathan<\/div>\n

                      Robotics \/ College of Engineering<\/h4>\n

                      Nathan Ankomah-Mensah \u201919<\/h5>\n
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                      • Major(s):<\/span> Computer and Electrical Engineering<\/li>\n
                      • Minor(s):<\/span> Computer Science and Math<\/li>\n
                      • Home:<\/span> Pawtucket, RI<\/li>\n
                      • Highlights:<\/span> Work – biosensing lab; Studied abroad sophomore year – Ghana.<\/li>\n<\/ul>\n<\/div>\n\n
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                        \"Edhaya<\/div>\n

                        Harrington School of Communication and Media \/ College of Arts and Sciences<\/h4>\n

                        Edhaya Thennarasu \u201921<\/h5>\n
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                        • Major(s):<\/span> Film Media and Communication Studies<\/li>\n
                        • Home:<\/span> Andover, MA, pre-college high school in India (BVM)<\/li>\n
                        • Highlights:<\/span> Ellen Show visit – Spring 2018; Alternative Spring Break, 2019 – Peru.<\/li>\n<\/ul>\n<\/div>\n\n
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                          \"Julie<\/div>\n

                          Animal Science \/ College of the Environment and Life Sciences<\/h4>\n

                          Julie Bosland \u201919<\/h5>\n
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                          • Major(s):<\/span> Animal Science and Technology<\/li>\n
                          • Home:<\/span> North Attleboro, MA<\/li>\n
                          • Highlights:<\/span> Worked with Professor Sartini on egg and chicken regulations and inspections.<\/li>\n<\/ul>\n<\/div>\n\n
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                            \"Jeff<\/div>\n

                            Athletics \/ Student Life + Marketing \/ College of Business<\/h4>\n

                            Jeff Dowtin \u201919<\/h5>\n
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                            • Major:<\/span> Marketing<\/li>\n
                            • Home:<\/span> Upper Marlboro, MD<\/li>\n
                            • Highlights:<\/span> URI Basketball Team; Brings skill of teamwork into academic and social life at URI<\/li>\n<\/ul>\n<\/div>\n\n
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                              \"Marisa<\/div>\n

                              Pharmaceutical Science \/ College of Pharmacy<\/h4>\n

                              Marisa Pfohl \u201915<\/h5>\n
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                              • Degree:<\/span> Ph.D. Candidate<\/li>\n
                              • Bachelor’s:<\/span>B.S. Pharmaceutical Sciences<\/li>\n
                              • Minor:<\/span> Minor in Biology, Cum Laude<\/li>\n
                              • Home:<\/span> Warnerville, NY<\/li>\n
                              • Highlights:<\/span> 8 years in pharmacy program; Research in toxins<\/li>\n<\/ul>\n<\/div>\n\n
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                                \"Parker<\/div>\n

                                Sailing \/ Student Life \/ Place<\/h4>\n

                                Parker Colantuono \u201921<\/h5>\n
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                                • Major:<\/span> Finance<\/li>\n
                                • Home:<\/span> Portsmouth, RI<\/li>\n
                                • Highlights:<\/span> Uses finance principles in practicing sailing<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n<\/div>\n<\/div>\n<\/section>\n\n\n\n
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                                  Creative<\/h2>\n\n

                                  TV – Digital – Social<\/h3>\n\n

                                  The television and digital video spots featured completely new cinematic creative that aligned with the admission viewbook messaging and supported our brand tag line, \u201cThink Big. We Do.\u201d<\/p>\n\n

                                  A mix of :15 and :30-second spots were developed with a student voice-over inviting the viewer to take a closer look at URI. Each digital video linked to a dedicated, interactive landing page where the user could explore majors, admission information and student life opportunities.<\/p>\n\n

                                  Television Media:<\/strong> Targeted morning national broadcast TV in all markets and cable placements in the New York market with cable overflow viewing in Connecticut and New Jersey.<\/p>\n\n

                                  Digital Video Media:<\/strong> Included 1) non-skippable placement throughout NBCUniversal properties, Hulu, across desktop, mobile, connected TV and video on demand (VOD), and 2) outstream video, which was served in contextually relevant environments including business\/finance, entertainment, food and drink, news, sports, science\/tech, travel, lifestyle, education, and music.<\/p>\n\n

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                                  30s TV and Digital Spot<\/h4>\n\n
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                                  15s TV and Digital Spots<\/h4>\n
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                                  10-15s Vertical Creative for Instagram Stories<\/h4>\n\n

                                  Instagram Stories was a new tactic for URI this year. While we had participated in previous years, we used traditional horizontal video creative, thus minimizing its effectiveness. In 2019, we invested in and produced full vertical videos for use specifically on the Instagram platform. The adaptation from horizontal to vertical was paramount in our strategy to reach prospective students in the current social media environment.<\/p>\n\n

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