The University of Pittsburgh School of Social Work is a powerful source for good in the city of Pittsburgh and around the world.
It’s consistently innovative in its curricula, on the forefront of research and a continual advocate for its neighbors.
Students knew it. Social work professionals knew it. But it was time for the rest of the world to know it.
For years, the school was ranked in the top 20 of the U.S. News and World Report College Rankings, but had yet to break into the coveted top 10.
Because a heavy pull in the rankings comes from recognition by deans and education experts, E/S strategized a plan to help the University of Pittsburgh earn a spot in the top 10 through a series of brand immersion techniques.
Over the course of a year, E/S worked to infuse the University of Pittsburgh brand anywhere influential university administrators might notice—both likely and unlikely.
We deployed a series of eblasts, direct mailings, brochures and publications with content that focused more on the school’s accomplishments and philosophies than on the school itself. We also worked to highlight Dean Larry Davis as a thought-leader by promoting his publications, opinions and events.
In one of our boldest moves, we deployed targeted advertising throughout airports in cities that hosted social work industry conferences, framing leaders’ minds with the University of Pittsburgh before even attending the conference.
The strategic work paid off—the University of Pittsburgh School of Social work was named No. 10 in the U.S. News rankings early in 2016.
The E/S Treatment: