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'Smaller. Smarter.' marketing campaign wins local and national awards

02.04.2015 | By: Texas Wesleyan University
Texas Wesleyan’s Office of Marketing and Communications, led by vice president John Veilleux, announced today that the team has been awarded seven marketing and advertising awards for the 2014 “Smaller. Smarter.” campaign.

Texas Wesleyan's Office of Marketing and Communications, led by vice president John Veilleux, announced today that the team has been awarded seven marketing and advertising awards for the 2014 "Smaller. Smarter." campaign.

Awards have been received by the Collegiate Advertising Awards, Educational Digital Marketing Awards, and the Fort Worth Chapter of the American Advertising Federation, also know as the ADDY Awards.

"These awards recognize not only marketing excellence in higher education, but excellence in marketing and branding throughout the entire marketplace," Veilleux said.

The Fort Worth ADDY Awards is the first of a three-tier national competition conducted annually by the American Advertising Federation, the advertising industry's largest and most representative competition. Details of the ADDY Award that Texas Wesleyan has won will be announced in an awards ceremony at the Masonic Lodge on Feb. 6.

"Higher education today faces a lot of challenges with the rise of tuition and increased competition with online degree programs," Veilleux said. "Marketing will continue to play a major role in how universities like Texas Wesleyan can communicate their value to the marketplace."

Texas Wesleyan competed for the higher education marketing awards among the likes of Babson College, Rice University, New York University and Purdue University.

A signature part of the 2014 campaign is the 60-second "When We Say Smaller" commercial. The commercial ran during a highly anticipated Monday Night Football game on WFAA and ESPN, and was even written about in the Fort Worth Business Press.

Making a difference

The "Smaller. Smarter." branding campaign first launched in 2012. Since its inception, the campaign has won a remarkable 26 awards. More importantly, the campaign has helped drive the university's admissions and fundraising goals.

"Domestic freshman enrollment is up 18 percent since the campaign began in 2012," Veilleux said. "Freshman applications increased 93 percent, while applications overall increased 55 percent after the first year." 

Marketing and branding efforts to establish and elevate Texas Wesleyan's role in the community as a leader in undergraduate liberal arts and graduate-level professional programs is a key goal set forth by President Frederick G. Slabach in the University's 2020 Strategic Vision.

2014 Awards for "Smaller. Smarter."

The 2014 campaign, which includes the 60-second "When We Say Smaller" commercial, new 15-second commercials (remember the dog?), new billboards, direct mail pieces and an admissions website, has won the following awards:

  • 2014 Collegiate Advertising Awards
    • Gold –Commercial spots
    • Gold –Billboard designs
    • Silver – Direct mail
    • Bronze – "When We Say Smaller" commercial
    • Merit – Admissions "Smaller. Smarter." website
  • Educational Digital Marketing Awards
    • Gold – "When We Say Smaller" commercial
  • Fort Worth ADDY Awards – American Advertising Awards
    • Specific award – TBA Feb. 6

Texas Wesleyan worked with Firehouse Agency, based in Addison, on the 2014 campaign.

"These ads are a testament to the hard work of our team, our collaboration with Firehouse Agency and the strength of the 'Smaller. Smarter.' brand," Veilleux said.

"And, of course, the strength of our brand is the people who work here. 'Smaller. Smarter.' is more than a tagline, and we love the impact it is making on the university's reputation."

Texas Wesleyan’s Office of Marketing and Communications, led by vice president John Veilleux, announced today that the team has been awarded seven marketing and advertising awards for the 2014 “Smaller. Smarter.” campaign.

"Smaller. Smarter." Admissions website wins Collegiate Advertising Award

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