As one of the country’s largest and highest-ranked public university systems, the University of California is committed to providing an affordable, world-class education to students from all backgrounds, especially those from California. The challenge is getting this message across to eligible students—especially those from low-income families or underrepresented minority groups—who may have misperceptions about UC and rule out a UC education. Achieve UC is an annual outreach campaign that aims to improve perceptions about UC’s accessibility, affordability and community among these groups of students, while providing practical and timely application guidance.
A brochure is the main print piece distributed at high school events. It encourages students to consider UC as an affordable, attainable option. As a first-touch marketing publication, the brochure includes high-level information about UC’s admissions process and provides a warm, welcoming message to prospective applicants.
The bright and modern posters feature proof points about UC’s accessibility, affordability and community, and are part of an outdoor advertising placement near high schools with lower than average college-going rates and their surrounding neighborhoods.
The central hub to the campaign’s advertising and marketing efforts is the Achieve UC website that serves as the front door to the university and its various resources for prospective applicants. Its vibrant, energetic design coupled with friendly and welcoming language aims to capture a young audience’s attention, pique their interest in UC and direct them to other UC websites for more information.
CASE District VII 2017 – Silver
UCDA 2017 – Silver