Out of Home
Purpose:
Between 2016 and 2018, Daniels saw a steady decline in in-state graduate enrollment, with 2018 marking a low point—36% below projected numbers. To rebuild brand recognition and re-engage local prospects, we launched a Colorado-focused out-of-home campaign that ran from January through June 2019.
This integrated campaign included static and digital billboards, bus tails, a light rail takeover, a 5280 magazine print ad, social media support, and placements on 16th Street Mall shuttles—all designed to create high-frequency, high-visibility touchpoints across the Denver metro area.
The campaign drove strong results:
4% increase in organic website traffic in the first three months
The campaign was widely recognized across our community, helping to strengthen Daniels’ visibility and local reputation
Brand visuals proved so effective that we continued adapting them for digital placements long after the initial campaign run
Format:
Large Format Print | Editorial | Digital
Audience:
General Public | Prospective Graduate Students
Contributions:
Creative Director | Graphic Designer | Vendor Manager