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Robert Morris University

Scope of Services:
A to Z Communications’ assignment was to develop and launch a fully integrated marketing and advertising campaign to internal and external audiences announcing Robert Morris’ new university status and reposition the institution with the theme “Foundations for Success.” Our goal was to create a consistent, high-quality brand for the University by implementing a new look, tagline and image across a range of communications media. The first integrated campaign was launched on January 14, 2002, and included print, television, radio and billboard advertising. The video ad spot appeared on regional prime-time news shows and a voice-over banner ad appeared on the national morning news show, Good Morning America. We also leveraged the media buys to garner profiles of the University on KDKA TV and KQV radio.

To coincide with the launch of the new image campaign, A to Z redesigned the Robert Morris web site. Working with the IT department of RMU, A to Z developed and programmed numerous homepage options including Flash animations for University administrators to consider. When a creative concept was refined and approved, we provided a complete programmed homepage and programming templates for subsequent pages to the client.

Following the announcement and launch of the “Robert Morris University...It’s A Whole New U” campaign, A to Z developed an image brochure and various recruiting materials. We have also produced on-going ad campaigns to position RMU as a high-quality university in addition to promoting adult education opportunities.

Results:
RMU’s identity as a major regional university was quickly and firmly established as a result of the campaign. The University’s enrollment management team credits A to Z’s work as instrumental in building overall institutional awareness and top-of-mind visibility, as evidenced by consistent gains — local applications increased by 22%, external applications by 13%, and SAT scores increased by 25% during the period of the campaign — as well as anecdotal feedback from internal and external sources.

The effort was extremely successful and the client was pleased with the superior quality of the creative, media strategy, print design, video production and web site design and animation.