Portland State University
Embolden everyone.
Portland State is decidedly different. They are born of the city and purpose-driven to support its people. They have a bold spirit and a grassroots attitude. They believe in putting ideas to work, using the city as a laboratory and the real world as a testing ground.
It’s incredible what this ‘make it happen’ attitude can make happen. But they weren’t telling their story. Then they found their voice, put out the call, and invited everyone to come to change.
The campaign challenged everyone to believe in change. To push the boundaries of possible and get to work on the tomorrow that they want. An anthem video, OOH boards, print ads, and a social campaign inspired people and established the bold ethos of the brand.
OOH board in Portland
Transit Posters for PSU
The campaign took over transit lines in Portland, giving commuters a chance to read inspirational stories of PSU students doing everything from reforming the criminal justice system to reengineering combustion engines.
Every part of a prospective student’s journey was considered, from a wearable search piece mailer to a personalized yield piece microsite. Each step emboldened them as an agent of change.
Localized tactics targeted prospective MBA students. The strategy was to catch their attention in places they frequent in the community, the brewery, gym, and farmer’s market, to name a few. To show how easily PSU programs can integrate into an already busy life.
The “Feeding Progress” dinner series was designed to spark conversation between thought leaders, community leaders, donors, and subject experts. The forum centered on ways we can come together to build a better, more sustainable, and equitable community.
