PLEASANTVILLE, N.Y. -- From the bright lights of Broadway to the woodlands of Westchester, students at Pace University have access to a one-of-a-kind college experience. That's why, when school administrators decided it was time for the university's brand to receive a facelift, they looked to students to help tell the school's story.
Polling alumni, employers, high school students, current students, opinion leaders and other key demographics in the greater New York area, Pace found their brand was not being fully recognized by the public. "A marketplace study found that the Pace name and brand recognition had a lower than expected awareness, so we wanted to make the public more informed about all the exciting things happening at Pace, both academically and with our well-respected experiential learning and internship program, which prepares our students to thrive in the real world," said Frederica Wald, chief marketing officer and vice president of University Relations at Pace University. “Pace is an educational leader and offers students a fantastic college experience, and the outcomes to show for it, in Westchester County and New York City, and that story wasn’t being told.”
The product of nine months of planning with research, analysis and internal interviews among the Pace community, the school's "This is Pace" campaign captures what it means to be a Pace student and the potential impact and successful outcome of a Pace degree. "One of the strong themes behind the campaign is to show how Pace is a leader in the experiential learning model," said Wald. "It shows how our students are thought leaders and innovators, collaborate with their mentors and academic teachers, and portrays real students in real environments pursuing the things that they are passionate about, that happen every day at Pace."
A strong underpinning of the campaign is the university's innovative Pace Path program, in which faculty, staff and alumni work with students from orientation through to graduation, helping them combine classroom learning with real world applications. "Pace Path launches our students into successful careers and more fulfilling lives," said Wald. By featuring actual students applying their learning in a variety of fields, the school lets students' work speak for itself.
"We’re at an incredible point at Pace where there is a big transformation physically on the Westchester and New York City campuses," said Wald. "We have seen great leadership with our President, Stephen J. Friedman, successful years of enrollment, stronger academic offerings and bringing stronger community to both our New York City and Pleasantville campuses. We feel the new 'This is Pace' campaign is capturing that momentum. We even developed a custom website to compliment the ads, for deeper exploration of individual students’ journeys at Pace University.”
Tri-state residents can experience the campaign firsthand, with out-of-home advertisements displayed on regional rail lines, print ads in the The New York Times, Wall Street Journal and The Journal News as well as targeted social media and higher education digital displays.