Best of CASE District VI Award
 

Institution: University of Missouri - Kansas City

Title of entry: UMKC RoosDo TV spots

About this entry: Following extensive research, we began a new marketing campaign in 2022 focused on showing how UMKC Roos (our mascot is a Kangaroo) are not just learning but are doing things -- to make a difference in our city, our region, our world. We named the campaign UMKC RoosDo. As an integral part of that broader campaign, we needed new videos to tell our story for recruitment. Videos tell a story visually like no other media. And students love videos. We selected students, faculty and alumni from degree programs we wanted to showcase. The video selected for this entry features a recent alum now working as a biologist in a lab at MRI Global, a leading research organization whose focus is to use science to improve to create solutions for a safer, healthier, more sustainable world. This biologist's research is focused on protecting soldiers and everyday Americans from dangerous pathogens. The subtext is his UMKC degree led him to an exciting career at MRI Global, a well-respected institution known worldwide as a leader in technology and research. We have used this video on broadcast TV hundreds of times and in social media advertising with millions of impressions and views, in a year when we have seen our applications and admits increase almost 10 percent and our philanthropy hit a record high. While the video cannot take sole credit for those successes, it certainly played a strong part in building positive awareness of the institution that led to those outcomes.