University of Idaho

MORE THAN A NUMBER: INCREASING ENROLLMENT BY SPEAKING TO INDIVIDUALS

Overview

Since 2007, DaviesMoore has served as the University of Idaho’s “keeper of the brand.” As their full-service advertising agency, we are intimately involved with all aspects of their brand and marketing efforts across a myriad of departments, colleges, and campuses.

Our highly successful campaign, “I am More Than,” served as a flexible, yet consistent brand platform across a variety of marketing initiatives, including Kristen Armstrong’s Olympic Gold Medal Homecoming and the announcement of Lionel Hampton International Jazz Festival’s National Medal of Arts.

With the new tagline “A Legacy of Leading,” the campaign featured iconic graphics and a powerful first person voice of the University, its students, faculty, and alumni.

Results

In the first year of the campaign, the University of Idaho attracted the largest freshmen class in its 119-year history. The following year saw the second-largest freshman class ever, unequivocally exhibiting the success of the campaign through enrollment metrics.

Campaign Components