Ross Oscar Knight Art Direction Highlights

Ross Oscar Knight Art Direction Highlights

IN THE SPOTLIGHT May 2022

This year, as the world continued to work through the challenges of COVID-19, Syracuse University shared a message of opportunity, unity and triumph. A story that championed the ability of individuals, communities and the world to RISE.​ In doing so, the University continued to elevate its own profile as an academically excellent, welcoming and spirited community—one that legions of new followers, fans and friends want to join.​ In The Spotlight captures key marketing efforts to advance the University’s organizational goals. These efforts include “Always On” advertising to elevate the University’s profile, as well as stories of our students and scholars that we’re capturing, packaging and distributing in increasingly sophisticated ways—particularly via digital channels.​ We continue to rise together as One University, with our central marketing efforts and schools/colleges working more synergistically than ever.​ Together, we are creating a memorable, repeatable and compelling understanding of Syracuse University.​ Together, we rise.​

Table of Contents

1 By the Numbers

2

2 Elevating Our Profile

Image Campaign

3

Syracuse University Global

6

Online Campaign

7

University Storytelling & Digital Marketing

8

U.S. News & World Report Campaign

24

3 Advancing Orange Goals

“Always On” Recruitment Marketing

25

Junior Recruitment Campaign

26

Senior Recruitment Campaign

27

Inquiry Campaign

28

School/College Recruitment Campaigns

29

4 Communicating One University

Brand Tools and Templates

30

Concluding Statement

32

1

Syracuse University Marketing Impact

1

By the Numbers

94.5M Total Twitter, Facebook, LinkedIn and Instagram impressions (July 1-April 15)

1.5M TikTok

video views (as of April 15)

79.5M Image Campaign impressions (July 1-April 15)

3M Total Twitter, Facebook, LinkedIn and Instagram engagements (July 1-April 15)

5.2% Social media follower growth is up (as of April 15) 12% Increase in session duration (readers are spending more time on stories) (July 1-April 15)

19% Fewer people are leaving stories (as of April 15) 3.7% Visitors coming to the website is up (as of April 15)

2

Syracuse University Marketing Impact

2 Elevating Our Profile

The University’s Image Campaign is highly targeted to drive interest from prospective students, build pride in alumni and position Syracuse University as a bold academic leader and game-changing institution. This flagship campaign serves as a foundation for all other campaigns. Image Campaign

30-Second Commercial

15-Second Commercial

6-Second YouTube Bumper

Billboard

Airport Installation

3

Syracuse University Marketing Impact

Elevating Our Profile

Image Campaign

Digital Ads

4

Syracuse University Marketing Impact

Elevating Our Profile

Image Campaign

Social Media Engagement on Instagram

Environmental Wall Graphic

Interactive Installation

54,503 sessions on syracuse.edu The Image Campaign in FY22 to date has been directly responsible for

79.5M Total Image Campaign impressions across all media

71,674 Total Image Campaign click-throughs

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