Mount Mary University launches new “Here’s to the Bold” campaign
MILWAUKEE (Nov. 9, 2015) – For more than 100 years, Mount Mary University has created bold women who transform lives and actively meet the challenges of their communities. Mount Mary celebrates this proud legacy with a new “Here’s to the Bold” marketing campaign, which launched this fall.
Mount Mary has engaged Manifesto, a Milwaukee-based marketing agency, to help develop the new campaign, which is designed to highlight how Mount Mary University lives its mantra of being a Creative Campus– a place that recognizes the importance of creativity and nurtures a unique brand of creative talent that can solve problems and improvise new ways of thinking and learning for the betterment of our 21st century world. The new messaging asserts that “Mount Mary Creates Bold Women.”
The centerpiece of the new campaign is a microsite – www.herestothebold.com – which tells the stories of bold alumnae and students. Each story will showcase different alumnae and demonstrate how they’ve made their mark on the world.
“The bold tradition of Mount Mary first began with the School Sisters of Notre Dame, who had the foresight to create a place of higher education for women at a time when women didn’t go to college,” said Scott Rudie, senior director for university marketing and communications. “The new campaign both celebrates and builds upon that tradition as it tells the story of how Mount Mary is shaping the creative leaders of tomorrow.”
The goal is to increase awareness of the impact of the Mount Mary experience with key audiences, including prospective students, parents, employers, and other key influencers.
"Part of our strategic process is honing in on the singular point of differentiation that defines an organization's purpose,” said Tim Dyer, partner and chief storyteller at Manifesto. “What we uncovered at the center of Mount Mary was a culture-defying belief that measures success not only in salary, but significance.”
The campaign will be visualized in the Milwaukee area via a new emphasis on digital advertising, emerging platforms such as streaming radio, and complemented by outdoor and print advertising. Content will be shared across social media as well, utilizing the hashtag #herestothebold.
“We wanted to investigate atypical channels where the millennial audience lives and breathes,” Dyer said. “This includes an ‘anthem’ video that has the potential to be shared across the social landscape or a Pandora streaming radio ad that connects with the female audience we are trying to reach. From day one Mount Mary has had boldness in its DNA, and our job is to help expose it."