"Education, Tradition and Adventure" Television Spot
Enrollment growth starts with being seen. Texas A&M University at Galveston is the ocean-oriented branch campus of Texas A&M, a special purpose institution on Pelican Island teaching marine and maritime studies in science, engineering, and business. To grow student enrollment, TAMUG engaged WWC, a Houston marketing and technology agency, to create the multichannel advertising campaign known as Aggies by the Sea. WWC created the "Education, Tradition and Adventure" television spot and a series of cable and theater commercials, then extended the campaign across outdoor, magazine, and newspaper placements plus the aggiesbythesea.com campaign site, one consistent story about an Aggie education with the Gulf at its edge. Enrollment increased 16% over a 6-semester window, and the work earned 2 first place awards from the Council for the Advancement and Support of Education.
A campus this distinct deserves to be discovered. Texas A&M University at Galveston pairs one of the strongest names in Texas higher education with a mission found almost nowhere else, marine and maritime degrees taught on an island campus in the Gulf. The university wanted more prospective students to know that campus existed and to choose it. TAMUG asked WWC for an advertising campaign with one clear objective, increase student enrollment.
WWC built the campaign on a single promise, an Aggie education defined by tradition and adventure, and produced the "Education, Tradition and Adventure" television spot to lead it. The spot anchored the Aggies by the Sea campaign, a series that grew to include cable and theater commercials alongside outdoor boards, magazine and newspaper placements, and the aggiesbythesea.com campaign site, so every touchpoint told the same story and pointed to the same destination. Broadcast and theater made the emotional case, print and outdoor kept the campus in view, and the site gave interested students a clear next step. The campaign behaved as one system, not a set of ads.
Enrollment grew 16% over a 6-semester window. The Council for the Advancement and Support of Education awarded the campaign 2 first place honors at its 2015 District IV conference, Best Institutional Identity Marketing Program and Best Print Advertising. More importantly, the campaign proved that a special purpose campus can compete for attention on its own terms, with a story only Texas A&M University at Galveston can tell.
Tell us where you want to grow. We will bring the strategy, creative, and technology to get you there.