University of Pennsylvania
Ben Franklin’s greatest legacy may have been the founding of the nation’s first university and rooting it in his ideals of “useful education.” Making his legacy relevant and appealing to the next generation of polymath thinkers and makers was only practical.
Gold Award / Search Campaign and Website Higher Education Marketing Report’s Advertising Awards
Gold Award / Travel Brochure Higher Education Marketing Report’s Advertising Awards
Gold Award / Poster Higher Education Marketing Report’s Advertising Awards
We have developed an undergraduate admissions communications program that has become the prominent expression of the University of Pennsylvania brand. The theme, “At Penn You Can,” channels the spirit of Penn founder Benjamin Franklin, whose views on the practical application of knowledge are astoundingly relevant in the 21st century.
During the course of our now seven-year engagement, our work has included a college- and school-based lead-generation content segmentation strategy that has contributed to a nearly 50 percent rise in applications. The 6,147 Early Decision applications for Penn’s Class of 2021—the most ever received—represent a 7-percent increase over the previous year. And, for the first time in University history, half of students admitted to the School of Engineering and Applied Sciences through the Early Decision program were female.