IMAGINE AUBG: university brand positioning campaign, phase 2
The Art of Repeated Success!
American University in Bulgaria’s IMAGINE campaign is a follow-up to AUBG’s first-ever brand positioning campaign SMARTVERSITY (Smart Learning; Smart Community; Smart Tomorrow). While SMARTVERSITY rolled out in 2017 and Year One led to a 56% rise in enrolled students (56% from Bulgaria; 37% other), in 2020 our team upgraded the success but also addressed novel needs (for knowledge on the jobs of the Future) and new trends (Bulgarian students seek a reason to stay in their home country; compare options at EU and US universities).
Our main target audience were students-to-be and their parents from Bulgaria and 20+ foreign markets. Secondary target publics included alumni, school principals, media and current students – the best AUBG endorsers.
CTA becomes Call-To-Dreams
The key message implied in the IMAGINE motto is to encourage the core target to imagine their future and opt for education paving the way to it, while choosing from role models. IMAGINE portrays the roles of a brave leader; passionate entrepreneur, fearless explorer, free thinker, creative visionary and inspiring change-maker (visuals attached). This adds to the public debate on how university studies and business fit together and helps position AUBG as a mediator and a place training the young for jobs of the Future.
Communication opened with the academic year in Sept. 2020. The media mix included a digital campaign on 20+ markets, direct mailings, a series of online events and OOH.