Best Education Integrated Ad Campaign

MSU Denver needed to strengthen its perception as a high-quality, affordable higher education institution in the state of Colorado. The brand needed to build connections with traditional college-bound high school students, their parents and advocates and most importantly grow the adult learner and transfer student population. MSU Denver rooted their new “Changemakers Wanted” creative platform in disrupting the higher education category in Colorado and beyond. This campaign would help MSU Denver solidify their position as a catalyst that helps Coloradans realize their full potential.

As a result, the “Changemakers Wanted” campaign that launched in spring 2023 was bold, authentic, and compelling as a peer-to-peer recommendation and endorsement. It also encouraged parents, families, and advocates to picture their own college-bound children in the shoes of the MSU Denver students as well as encouraged adults to come back to school for a fresh start or upskill for promotions.

The campaign had an impressive impact for MSU Denver. The “Changemakers Wanted” campaign outperformed benchmarks by over 10%. Additionally, the campaign highly influenced the admissions funnel and in fall 2023, MSU Denver saw 20.2% increase of first-year students, a 4.6% increase in Colorado residents, and a 7.1% increase in students of color. “Changemakers Wanted” exceeded awareness goals and played a vital role in inspiring young adults to pursue higher education in Colorado.

Contributors:

Whei Wong:	Associate Vice President, Marketing and Brand, University Communications and Marketing
Emalie Whan-Traylor:	Assistant Director of Marketing, University Communications and Marketing
Abel Salinas:	Marketing Coordinator, University Communications and Marketing
Cheryl Moehlenbrock:	Design Specialist, University Communications and Marketing
Michelle Britt:	Director of Digital Marketing and Content Strategy, University Communications and Marketing
Ruth M’Gonigle:	Brand Manager, University Communications and Marketing
Piper Vitale:	Director of Brand Strategy, University Communications and Marketing
Cory Phare:	Senior Copywriter/Content Strategist, University Communications and Marketing
Karsh Hagan Creative Team:	Jeff Martin, Dave Cook, Camille King, Eleeza Palmer, Alex Jaumann
Carol Quinn:	GROUP ACCOUNT DIRECTOR / DIRECTOR OF LEARNING + DEVELOPMENT, Karsh Hagan

KARSH HAGAN

Location: USA