Working closely with the UTA marketing department, we helped grow a “Students First. Excellence Always” message. In fact, because those four words concisely communicated the UTA education philosophy, we chose to leverage it as our headline and let visuals support that messaging. We were diligent in not altering the headline or swapping it with other messaging so we could reinforce UTA’s ideology through repetition.
Keeping the messaging the center of attention, we used portraiture of existing students, all striking an inspired pose—heads tilted up, eyes looking towards the sky. We cropped the imagery so that it highlighted that pose. While other universities tend to clutter their marketing with imagery shot at wide angles to show large sweeping campuses or large sporting events, our approach of focusing on a singular student reinforced the “Students First” strategy. We then placed both portrait and messaging in front of an elegant black background, elevating the sophistication of the creative, and further differentiating UTA from other stereotypical college marketing imagery.
Imaginuity selected eight students who represented UTA’s target demographics, arranging the creative on the outdoor boards so the student was always positioned looking towards the viewer, with the headline on the closer side of the board. The boards were rotated every few months to feature a new student so the advertising didn’t become stale.
Online display advertising mirrored the outdoor boards in design and content, and students were also routinely rotated in these ads.