From the Nominator

On July 1, 2023, Indiana University and Purdue University officially approved the agreement to transition operations for Indiana University Purdue University Indianapolis (IUPUI) on July 1, 2024, officially launching Indiana University (IU) Indianapolis. The historic step created one of the nation’s premier urban research universities in the heart of Indiana’s capital city. “Further” is an integrated branding campaign designed to familiarize students with IU Indianapolis. The campaign focuses on the campus’ unique selling points—globally-recognized Indiana University degrees, access to research experience in cutting-edge facilities, and unmatched internship and career growth opportunities through connections in downtown Indianapolis—to demonstrate how students can go further, without having to go far. Launched in August 2023, the campaign is already showing strong indicators of success. To date, the campaign has generated more than 3.2 million impressions from targeted digital, streaming, and social media advertising, driving a 1.83% overall click-through rate to the campaign microsite. We’re reaching 39.4 million people across Indianapolis through billboard placements and gaining over 28,000 daily impressions of our new campus branding from on-campus vehicle traffic.

From the Judges

The exceptional "Further" marketing campaign highlights Indiana University Indianapolis as a key driver of prosperity. By leveraging the downtown location and featuring real student stories, they showcased how IU Indianapolis uniquely helps students advance their lives. The campaign included compelling photos and videos of students in action, effectively using IU's iconic trident imagery. This well-prepared and budget-conscious branding effort resulted in a powerful, resonant message.