‘21-’22

Miami University needed to build brand awareness among Black and Hispanic students.

Data from Fall 2018 to 2021 showed an increase in applications but a decline in enrollment.

The challenge: Position Miami as an inclusive and culturally rich university by communicating value to establish academic and social brand preference.

Timeline: 8 mos. (12-15 core team)

Creative Content Director: My role included co-leading a handpicked Multicultural Marketing Group through three phases: research and discovery, brand messaging development, and strategic communication planning.

Measurable Impact

85%

increase in Hispanic, first-time students for fall 2023.

36%

increase in Black, first-time students for fall 2023.

I led discussions with a 12-person Multicultural Marketing Group to identify gaps in existing campaigns and materials and address barriers to admission and enrollment.

The group explored individual student experiences, available campus resources, relevant services, and programs that catered to both communities.

Initially, we found (3) key barriers:

  • Students lacked support during early college steps like standardized testing, application fees, and advising.

  • Out-of-state tuition costs were nearly double those of in-state tuition, with limited funding and financial aid options.

  • An increasing number of students identified as multiracial or chose not to disclose their race, which limited tailored materials.

We also found that Miami actually offered a full suite of resources and support through financial scholarships and programs and through advising and mentorship. But communications about the offerings was scattered, difficult to access, and unclear about eligibility requirements.

Research called for a fresh take on genuine and authentic messaging.

Conversations about real on-campus experiences revealed what matters most: authenticity, belonging, and success.

What is our brand promise?

What resources are on campus?

What are our brand proofs?

How does that translate to marketing?

From there, we honed in on core messaging goals.

The focus included (5) brand pillars: Understand Deeply, Learn Broadly, Think Entrepreneurially, Serve Purposefully, Connect Intentionally.

Check out the communication components.

  • “The Power to Change Your World”

    Microsite for Black students, focused on student success profiles and culturally relevant programs and organizations like “Bridges” and the Divine Nine (Black Greek Letter Organizations).

  • “Tienes el Poder de Cambiar tu Mundo”

    Bilingual microsite for the Hispanic student journey including academic and financial resources and highlighted cultural groups.

  • International Viewbook

    Spanish-language viewbook for students and families to explore and understand Miami’s full value.

  • Digital Banners

    Digital display banners for websites, social platforms, and electronic billboards.

  • TV & Radio Spots

    15 sec. and 30 sec. marketing spots with core messaging for cross-cultural audiences.

  • Media Segments

    Booked on-air slots for university officials to promote admissions, centered around core talking points.