PROJECT – ASU Innovation Campaigns
ASU Brand Campaigns (Innovation)
ARIZONA STATE UNIVERSITY
ARIZONA STATE UNIVERSITY
ARIZONA STATE UNIVERSITY
The brand campaign is considered and developed holistically. In past years, the campaign has been developed in two distinct geographic and constituent efforts: Hold Arizona and Take California. Over time, ASU brand messaging has evolved to appeal to constituents in both in similar ways. For this reason, the brand campaign is centered with key exceptions identified on a project basis.
This campaign is introduces a fall launch, expanded digital video, and innovative billboard technology. The brand campaign supports our brand values: Excellence in all that we do, innovation, inclusion and community, better world, self-direction. ASU campaign messaging continues to reinforce our repeated top rankings in areas that matter among constituents, through announcements and reminders of rankings, as well as detail and proof points that contextualize the work at ASU that earns national and global recognition.
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BRAND DESIGN
SOCIAL MEDIA
PAID MEDIA
ASU California
ANIMATED BILLBOARDS
Marriott Billboard (2020), located in downtown LA.
Estimated impressions: 11,450,980.
Ran for 2, 4 week periods between January and March of 2020.
The annual campaign in California helps promote ASU’s new building, academic programs, partnerships while enhancing perceptions among locals. In each execution, ASU offers distinctive answers to the question, ‘what’s next?’ with key achievements and events taking place at or in partnership with ASU’s students, staff and leadership.
This campaign raised awareness of ASU’s new physical location, innovation, research and engaging academic experiences to improve perceptions of the brand and supporting enrollment efforts.ASU seeks to be recognized as both a global leader in research and a valuable part of the local community and culture.
Marriott Billboard (2022), located in downtown LA. Ran for 2, 4 week periods between January and March of 2022.
Kevani Fig Spectacular billboard. Run date Dec. 2023 – Jan. 2024
Static Billboards – New ASU California locations.
ASU Lightrail – California Intersection Light Rail Wrap.
ASU California – Paid Social. (Now in LA; ASU FIDM).
ASU WEST VALLEY CAMPUS
SHUTTLE BUSES
Westgate Billboard (2023–2024), located in Glendale, Arizona).
NEEDS COPY oopies lol
Deliverables include: animated billboards, static OOH billboards, paid social, and print for publications.
Deliverable: Have 3 pieces of creative work cohesively side-by-side. 1 pylon board and 2 ribbon boards. (4 sets).
ASU West Valley Campus – Paid Social.
SHUTTLE BUSES
SHUTTLE BUSES
The fleet of ASU buses serves as moving billboards designed to consistently convey ASU’s key areas of differentiation to increase perceptions of and interest in ASU. Messages are selected based on performance in message testing and priorities of ASU’s Strategic initiatives
Message must be simple and easy to understand and recall. We will create a balance of messaging that increases recall through repetition. Design and messaging must be guided by research and previous creative testing. New designs will help us set the stage for the continued evolution of the brand's aesthetics. It must be an evolution that demonstrates the best of our brand. It must be timeless and stand the test of time. The circulation of these buses will likely be at least three years.
Copyright Arizona Board of Regents All Rights Reserved
Repeatedly ranked #1: (5 buses, same design):
ASU is repeatedly ranked #1 in areas that matter. #1 in innovation, #1 in sustainability, #1 in global impact. The #1 rankings, the word “repeatedly” and the three subject areas are the most impactful.
Global Futures Laboratory: (2 buses, same design):
Using existing GFL campaign creative
Learning for all, at all stages of life: (2 buses, same design):
A series of buses that promote learning from ASU Prep to Career Catalyst.
GLOBAL FUTURES LABORATORY
GLOBAL FUTURES LABORATORY
Arizona State University and the Julie Ann Wrigley Global Futures Laboratory believe the future is one of opportunity, not sacrifice. The changes we have to make – to our institutions, to our economy, to our environment are immense.They’re audacious yet they are possible.
The Global Futures Laboratory is the world’s first and only comprehensive laboratory dedicated to shaping our global future; uniting thought leaders and diverse perspectives from around the world to create a planet-positive agenda and rapidly translate ideas into tangible solutions that can be scaled all around the globe.
American Advertising Awards (ADDYS) 2023 Bronze winner for Social Media Campaign.
GFL paid advertising – Night (social media)
GFL paid advertising – Day (social media)
GFL paid advertising – Night (social media)
GFL paid advertising – Day (social media)
GFL paid advertising – Satellite (digital banner ads)
RANKINGS
RANKINGS
INNOVATION:
Since 2019, I have been responsible for creating and updating ASU's widely used "#1 in Innovation" ranking that gets distributed campus-wide, as well to outside publications. With care, I make a template to streamline the ranking process, create metadata, process RGB and CMYK assets, and distribute the lockup.
ASU RANKINGS PAGE:
The about.asu.edu site project began in 2017 in order to build web presence on asu.edu and reputation as a top-ranked research university. The site launched in January of 2018. In 2021, it migrated to the new asu.edu site (home experience CMS). As a subset of the asu.edu site, there is a separate page dedicated to university wide rankings.
The goal of the Rankings page is to raise the perceptions of quality and excellence, and build affinity for ASU through a collection of highly curated rankings content that is easy to navigate, engaging to read and visually compelling.
Success metrics include: Increased traffic to the page, improved content and SEO, increased time on page, and evidence of the page being sourced by sites such as Wikipedia.
INQUIRIES
All Work © Omar Mota 2023