Choosing Adventure
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Choosing Adventure - CU Boulder campaign
Project Snapshot
Project: CU Boulder Recruitment Marketing Campaign
Scope: Market research, campaign strategy, creative direction, and presentation development
Objective: Design a multi-channel marketing campaign to attract out-of-state students from urban environments by positioning CU Boulder as a destination for academic success, lifestyle balance, and adventure.
This project involved directing the development of a research-driven recruitment marketing campaign designed to attract out-of-state students from large urban environments to the University of Colorado Boulder. The campaign translated consumer insights on affordability, quality of life, and location into a multi-channel strategy that positioned CU Boulder as a destination for academic opportunity, adventure, and personal growth.
Role
Project Director, Campaign Strategy Lead, Creative Direction Lead, & Marketing Planning Lead
Focus
Consumer research, persuasion strategy, digital campaign development, and university brand positioning
Outcome
Developed a research-driven recruitment marketing campaign designed to attract out-of-state urban students by positioning CU Boulder as a destination for academic opportunity, lifestyle balance, and experiential learning.
Skills Gained & Demonstrated
Marketing Strategy
Consumer & Market Research
Audience Segmentation
Brand Positioning
Digital Marketing Campaign Planning
Persuasion & Communication Strategy
Data Interpretation & Insight Development
Creative Campaign Direction
Team Leadership & Project Management
Choosing Adventure - Marketing Case Study
Project Overview
This project involved directing the development of a comprehensive marketing campaign designed to strengthen recruitment efforts for the University of Colorado Boulder. The campaign targeted high school students from large urban environments who are seeking a university experience that combines strong academics, vibrant campus culture, and access to nature.
Through a combination of market research, behavioral insights, and strategic communication frameworks, the campaign introduced a narrative centered around the idea of “Choosing Adventure.” The project produced multiple deliverables including strategic proposals, campaign presentations, video advertising concepts, and visual promotional materials designed for digital and social media platforms.
My Role
I fully directed the development of the campaign and guided the strategic direction of the project. My responsibilities included:
• Defining the campaign’s strategic positioning
• Leading the research and target audience analysis
• Overseeing creative messaging and storytelling direction
• Coordinating the development of marketing presentations and visuals
• Ensuring alignment between research insights, persuasion theory, and campaign execution
This leadership role required balancing strategic planning, team coordination, and creative direction to ensure the campaign delivered a cohesive narrative across multiple marketing channels.
The Problem
Universities increasingly compete for out-of-state students who are seeking both academic opportunity and a fulfilling lifestyle experience. Students from large metropolitan areas often face challenges such as high living costs, limited access to outdoor environments, and fast-paced lifestyles that can make the college decision process complex.
The challenge was to design a marketing campaign that clearly communicated how CU Boulder provides an alternative: a high-quality education combined with a unique environment that promotes personal growth, adventure, and community engagement.
Research & Insights
The campaign began with extensive research into the factors influencing university selection. Several key insights emerged from the analysis.
Top Factors Influencing College Choice
According to campaign research, the most influential decision factors were:
• Affordability – 53%
• Location – 47%
• Student outcomes – 39%
• Quality of life – 38%
These insights guided the campaign’s messaging strategy by highlighting the themes most relevant to prospective students.
Urban Student Motivations
Research indicated that students living in large cities often seek:
• More space and connection with nature
• A slower and healthier lifestyle
• Stronger social communities
• Opportunities for exploration and adventure
These motivations directly informed the campaign’s narrative.
Strategy
The campaign strategy focused on repositioning CU Boulder as a destination where students can escape the constraints of urban living while pursuing academic and personal growth.
Three strategic pillars guided the campaign.
Emotional Storytelling
Messaging emphasized themes of inspiration, adventure, and freedom to create a strong emotional connection with prospective students.
Persuasion Frameworks
The campaign applied communication theories including:
• Elaboration Likelihood Model (peripheral processing)
• Symbolic attitude approach
• Priming techniques
• Fear-then-relief persuasion
These frameworks informed how information and visuals were structured to influence audience perception.
Multi-Channel Engagement
The campaign utilized multiple media formats to reach students across platforms where they already consume content.
Execution
The campaign was implemented through several creative components.
Social Media Advertising
Short-form content was developed for platforms such as TikTok and Instagram to capture attention and showcase campus culture.
YouTube Video Advertising
Longer video ads highlighted CU Boulder’s academic strengths, natural surroundings, and vibrant social environment.
Poster Campaign
Visual posters featuring concise messaging and compelling imagery were designed to quickly communicate the campaign’s themes and reinforce brand recognition.
Interactive Presentations
Campaign presentations were created to demonstrate the strategy and persuade stakeholders of the campaign’s effectiveness.
Results & Metrics
While this project was developed as a strategic campaign proposal, key success metrics were defined to measure potential impact.
Primary performance indicators included:
• Engagement rates on social media video content
• Click-through rates for YouTube advertisements
• Increases in out-of-state application interest
• Brand perception shifts among prospective students
These metrics were designed to evaluate both campaign visibility and long-term recruitment effectiveness.
Key Takeaways
This project demonstrated how marketing strategy, consumer insights, and persuasive communication can be integrated to influence major life decisions such as university selection. By combining research-driven insights with emotionally resonant storytelling, the campaign positioned CU Boulder as more than a university—it presented it as an experience defined by exploration, opportunity, and personal growth.
Directing this project strengthened my ability to lead collaborative marketing initiatives while connecting research, strategy, and creative execution into a cohesive campaign narrative.
Choosing Adventure - Presentations Broken Down
Leaving the Big City: Campaign Strategy Presentation
The “Leaving the Big City” presentation introduces the core marketing strategy developed to engage prospective students from urban environments who are seeking a more balanced and enriching college experience. The presentation begins with audience insights identifying key decision factors—such as affordability, location, quality of life, and student outcomes—which influence university selection. It then outlines a multi-platform campaign centered around social media engagement, poster advertisements, and targeted YouTube content designed to highlight CU Boulder’s campus environment, outdoor lifestyle, and academic strengths. The strategy is informed by communication theory, including priming and peripheral processing within the Elaboration Likelihood Model, which guides the campaign’s emphasis on emotionally engaging visuals and concise messaging. The presentation also includes a phased implementation timeline that builds brand awareness through social media before transitioning to more informational video advertising, creating a layered marketing funnel that gradually deepens audience engagement and brand familiarity.
Choosing Adventure: Campaign Proposal
The “Choosing Adventure: Proposal” presentation outlines the strategic foundation of a marketing campaign designed to position the University of Colorado Boulder as an attractive destination for out-of-state students from large urban environments. The proposal identifies the target demographic as students seeking a high-quality education in a vibrant community with strong social engagement and access to nature. Through extensive research and analysis, the campaign leverages social media content, poster-style advertisements, and YouTube videos to showcase CU Boulder’s campus culture, academic reputation, and natural surroundings. The proposal also integrates persuasion frameworks—including priming, emotional appeals, and the Elaboration Likelihood Model—to shape audience perception and drive engagement. By aligning CU Boulder’s brand identity with the aspirations of prospective students, the campaign presents a strategic approach for strengthening recruitment through emotionally resonant storytelling and visually engaging digital media.
Choose Adventure: Campaign Creative & Messaging
The “Choose Adventure” presentation focuses on the creative execution and narrative messaging used within the CU Boulder recruitment campaign. The presentation emphasizes an inspirational storytelling approach centered around themes of exploration, personal growth, and freedom—captured through messaging such as “Be Inspired,” “Be Adventurous,” and “Be Free.” Supporting visuals and statistics highlight key decision drivers including affordability, location, quality of life, and career outcomes, reinforcing CU Boulder’s value proposition relative to competing universities. The presentation also integrates comparative cost analyses demonstrating how CU Boulder offers a more affordable education than many private universities while maintaining strong academic outcomes and job placement potential. By combining motivational storytelling with data-driven insights, the campaign encourages prospective students to envision CU Boulder as a transformative environment that supports both personal and professional development.