Pittsburgh -- Robert Morris University changes lives -- and our ad campaign wins awards.
RMU's "Change A Life" advertising campaign most recently won a Golden Quill Award from the Press Club of Western Pennsyvlania for most creative use of technology in storytelling for the Change A Life web site. The campaign captured a prestigious gold ADDY Award for television commercials and a silver ADDY for the web site from the Pittsburgh Advertising Federation. Launched in September, the campaign was created by Wall-to-Wall Studios in conjunction with the RMU Department of Public Relations and Marketing.
The campaign captured three Educational Advertising Awards from the Higher Education Marketing Report: best of show and a gold award in the total advertising campaign category, and a silver award for TV advertising series. RMU also won a Silver CUPPIE Award from the College and University Public Relations Association of Pennsylvania (CUPRAP) in the category of electronic media/website for the Change A Life web site.
The campaign drew on the stories of countless students and alumni who say how much the RMU experience changed them for the better -- and thus helped them reach out to change the lives of others. The television and radio commercials and the web site featured testimonials from real students, and it featured the lives of the people they've impacted.
Surveys of perspective students, parents, employers, current students, and alumni have demonstrated that the campaign has raised the university's overall reputation and made students more likely to apply to RMU. Web traffic to the university as a result of the campaign has been signficiant, as has the time spent by users at the Change A Life web site.
A second run of the advertising campaign began April 11 with television and radio commercials, billboards, and online advertising.