Baylor University
Where Lights Shine Bright
The Situation
The Solution
The Results
By 2021, the Where Lights Shine Bright campaign had thoroughly hit its stride. Enrollment was way up, perceptions were strong. Now, Baylor needed to go from “fall-back” to “dream school.”
After linking up with Christian rockers Apollo LTD for the 20-21 campaign, we called them back with bigger plans: write an original song for Baylor, put it on your next album, and we’ll film the music video on campus.
A record 40,000+ applications for Baylor’s incoming freshman class of ~3500. An uptick in target demo enrollment. And more students choosing Baylor over other schools.
The Situation
The Solution
Baylor’s Where Lights Shine Bright campaign had transformed Baylor’s perception among parents and potential students.
In 2018, it needed to do even more. We pushed Baylor in a new direction to show how Baylor students shine their lights on campus and around the world. And we did it…with projectors.
Baylor Habitweets (2021)
During Baylor’s biggest game of the 2021–2022 season, we needed an idea that could engage diehard Baylor football fans who visited campus on gameday AND prospective high school students who were watching around the country.
So we did something that had never been done before. We designed a bear-powered button that allowed Baylor’s beloved Bear mascots to send tweets cheering on their team and poking fun at UT. Bears won, 31–24.
Baylor Research
Baylor tasked us with helping them reach R1 status: the highest ranking of a university’s research prowess, based mostly on the opinion of other researchers and university admin.
We were told it could take 7–10 years.
In September of Year 3, we changed our messaging. Instead of just showing what Baylor researchers were studying, we showed who their research was for.
By December, Baylor was R1.
Bears in The Wild
Baylor came to us looking for a campaign to boost alumni engagement. Nebulous, yes. Impossible? Far from it. I pitched a campaign featuring one of Baylor’s most charismatic alums, Chet Garner ‘06, AKA The Daytripper, as an adventure guide for alums looking to meet their fellow Baylor Bears in the wild.