University of Colorado

Show your state the love
with a grand romantic gesture.

The University of Colorado (CU) is the largest higher education system in the state, with four campuses—Boulder, Colorado Springs, Denver, and the Anschutz Medical Campus. Despite serving over 66,000 students and employing 7,300 faculty members, CU faced a significant challenge: 40% of Coloradans believed a four-year degree wasn’t worth the investment.

CU needed a brand campaign that could change this perception, raise awareness of its contributions, and celebrate the unique impact of each campus on the state.

Services

The Results

  • 81%
    // brand awareness increase for non-alums
  • 131k+
    // clicks to www.lovecolorado.com
  • 550+
    // website submissions

The Insight

The CU President expressed a clear vision: “I want to demonstrate a love affair and relationship between the University and the State.” CU wanted to show that the institution loves Colorado as much as the people of Colorado love their state. To do so, the campaign needed to engage the state’s biggest skeptics—those in areas who often viewed higher education with suspicion.

Winning their hearts before their minds was key.

I want to demonstrate a love affair and relationship between the university and the state.

Todd Saliman
CU President

The Solution

SimpsonScarborough crafted a campaign built on the mutual love affair between CU and the people of Colorado. With a goal to influence the perception of higher education across the state to bolster enrollment across the System’s four campuses, we built an integrated strategy inclusive of paid, owned, shared, and earned media. The campaign is being pushed out through a large media buy, shared by the four universities through their use of the campaign platform and assets, and bolstered through partnerships with state and local media outlets as well as influencers.  

See for yourself at lovecolorado.com.

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