How to fill a thousand beds: an integrated marketing campaign for Pepperdine Housing & Residence Life

Pepperdine University has a world-class zip code in Malibu, California. Its 3,500 undergraduate students attend classes on campus but not all of them live there. Living on campus is a choice, and there is not space for everyone. With many attractive options around town vying for the students' rent money, the Housing & Residence Life (HRL) department needed an integrated marketing campaign that made life in campus housing appealing to students.

With a recent social media challenge (#100happydayswithHRL) in the rear view mirror, I utilized the social media buzz and authentic Instagram photos captured by Pepperdine students to make them the story tellers of why life on campus is so great. All the graphics—from print to social media across all devices—matched the easily recognizable structure of a social media feed and contributed to one central message: YOU live on campus.

The campaign showed up on Instagram, facebook, digital signage around campus, posters, flyers, post cards, the Pepperdine website and in print through a Malibu-wide housing guide.

Like this? An integrated marketing campaign is just fancy lingo for creating a cohesive "family" of ads that match and play off each other across a variety of media (such as print, social media, web, digital, etc). An integrated campaign is smart because all the pieces act as a team, working toward your goal, rather than adding to the noise.

Check out more examples of design work I've done or social media posts & campaigns.

Are you ready to create an integrated marketing campaign to tackle a marketing challenge in your life? Shoot me an email and let's talk strategy!