In 2014, Stamats had the privilege of coordinating the branding and promotion efforts for an entirely new university. The University of Texas Rio Grande Valley (UTRGV) would unify elements from two existing institutions, include a freshly minted medical school, and coincide with the launch of multiple new academic programs. Bringing UTRGV to life would require a creative, meticulously planned, and highly integrated campaign—the most comprehensive challenge an agency could undertake.
To meet the university’s aggressive goal of attracting 28,000 new students in its first year, Stamats launched a vast social media campaign (#First Class) to transition and integrate the former institutions’ social media audiences, and create interest from new audiences. These efforts ran concurrently with extensive print, digital, and statewide advertising across all possible channels as well as the building and launching of a new bilingual website. We also developed a new athletic identity and mascot. At the hub of it all was Stamats’ innovative “We Will” brand campaign. Supporting print collateral helped the new university find its distinct voice in the marketplace and became the inspirational rallying cry that united old schools, regional communities, and a new generation of learners.
We’re as delighted as UTRGV— Stamats’ media and marketing efforts have been a resounding success. UTRGV’s “We Will” campaign exceeded all expectations by helping to generate an enrollment of 29,000 students in the fall of 2015. The medical school alone had 3,000 applicants for 50 new student openings. Still in use, the campaign is driving UTRGV’s 2016 recruitment goals and solidifying its position as a vibrant twenty-first century school.