The team did at Hawai'i-Manoa did a fantastic job addressing the problem, engaging a wide group of stakeholders across campus, conducting research into their key audiences (especially examining the B2C and B2B audiences) and into their core problem, developing marketing strategies and tactics and analyzing their results. Overall, this was an incredibly solid and comprehensive branding effort with clear results.
The team clearly examined the problem of declining enrollment at the University through substantial research on student migration patterns, perceptions, high school graduation rates, admissions yield rates and flat retention. They engaged an impressive array of partners across campus to ensure the success of this campaign. We were impressed with their thorough, careful analysis and strategic approach to this marketing campaign.
The campaign reflected the university's core values, mission and goals in an authentic, fresh, warm and welcoming way. Incorporating "mo'olelo" lent a very Hawaiian voice to the storytelling, which added authenticity. They did a wonderful job communicating the uniqueness of the University of Hawai'i at Manoa's brand. We were also impressed with the breadth of the campaign from print, web, media and social.
