NEWS

University Communications campaigns garner international acclaim

Brand, social media campaigns again recognized for excellence

A young male and female stand in an office as confetti falls from the ceiling. A yellow rope with a hired sign hangs between them. — Central Michigan University's University Communications won three awards for its 2024 "We Do" brand campaign and app fee waiver social media campaign.

Central Michigan University’s marketing campaigns are three-for-three so far this awards season.

CMU’s 2024 “We Do” marketing campaign captured gold at the 2024 MarCom Awards and platinum at the 2024 Viddy Awards. CMU’s 2024 app fee waiver campaign also won a gold Viddy award.

The accolades follow a groundbreaking 2023 campaign that reinvented college commercials. Created completely in-house by University Communications, the campaign garnered 16 national and international awards and earned a Michigan Regional Emmy Award nomination last fiscal year.

The 2024 campaign set out to tackle one of higher education’s biggest questions: “Is college worth it?”

Using a matter-of-fact tone and a reassuring host, the visually striking campaign was built to capture the audience’s attention while driving home the university’s key differentiator: A CMU education prepares you for a career.

“It’s great to see the team recognized for their work,” said Abby Dean, deputy chief marketing officer of integrated marketing & digital strategy. “What’s better is that we’re seeing positive metrics in our campaign, which means we’re hitting the mark with our target audiences.”

Those metrics saw a 59% increase in ad clicks, a 39% increase in landing page sessions and a 110% increase in landing page engagement.

The 2024 awards received to date are: