The United States International University (USIU) wanted to create communication around its 2011 graduation ceremony, with an aim of creating awareness among potential students.
Most universities take out multi-page supplements in the press to announce their graduation ceremonies.
For less than the cost of a supplement, we created an interactive, multi-media campaign over one week, that started with print campaign that led readers to a microsite where they discovered what the campaign was about. Prospective students could then sign up for more information or download a registration form from the microsite.
On the final day of the campaign, which was graduation day, we put out a congratulation advert for the graduating class, while still directing traffic to the microsite.