Critical Mass, an award-winning global digital experience design agency, announced today it has been named media agency of record for DePaul University. As media AOR, Critical Mass will lead the university’s overall media strategy and planning, including its “Here, We Do.” campaign. The DePaul business will be led out of the Critical Mass US headquarters in Chicago.
“DePaul is delighted to partner with Critical Mass for our recruitment and brand advertising media efforts. The combination of Critical Mass’ media, content, and analytics expertise stood out during the selection process; and will help evolve DePaul’s advertising campaigns for years to come,” said Sarah Partin, DePaul University associate vice president for University Marketing.
Starting the week of April 15, the second iteration of the “Here, We Do.” brand awareness advertising campaign launched. New college-specific and outcomes-focused themes are brought to life through a combination of contextually-aligned outdoor placements and digital ads, as well as a series of alumni videos produced by Critical Mass.
A key new element to the campaign, the alumni videos demonstrate how a DePaul degree can help shape a successful career path for students in Chicago. The campaign will launch with three videos featuring alumni from DePaul’s College of Communication, College of Education and College of Science and Health.
Using targeted outdoor and digital media, the campaign will reach the local community and business leaders, prospective undergraduate and graduate students and DePaul’s faculty, staff, students and alumni. With a targeted plan to reach these audiences when and where they consume content most – on mobile devices during heavy commute times – Critical Mass concentrated the media plan on key commuting locations such as the Brown, Red and Blue lines in Chicago, and Metra locations in the suburbs using hyper-focused location data.
“We are incredibly proud to be named DePaul University’s media agency of record to help the university drive better outcomes and elevate its brand," said Dianne Wilkins, CEO, Critical Mass. “Together, we’ll utilize innovative strategies to reach and engage with all existing and potential new students."
For additional information about the “Here, We Do.” campaign, visit here
or check out one of the videos from the campaign below.