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Recruiting Campaign

University of the Pacific
RibbonAward Winner

CASE International Circle of Excellence Awards,
Admissions Marketing Report Awards

After completing a university-wide communications audit, University of the Pacific, a private institution located in Stockton, California, asked Zehno to create an undergraduate admissions campaign that built upon the identified strengths of the institution.

To stand out among its University of California system and other competitors, Pacific requested that Zehno produce a “visually undeniable” concept that would help the school come alive. This concept then needed to be executed in an admissions Web site, a new print brochure, and travel and mail pieces.

In its first year of use, the communications campaign delivered results for Pacific. After Pacific’s preferred application deadline, the school reported a 16% jump in applications, with SAT scores up 20 points and high school GPA seeing a gain of .20 — all as compared with the same time last year.

I am Pacific

At University of the Pacific, students have the opportunity to shape their academic and social experiences in ways that would be impossible at larger schools. From self-designed majors to close mentor relationships, students and graduates of University of the Pacific share common stories of extraordinary faculty and staff commitment to their academic and professional growth. They are especially bonded to the institution and are willing to share their stories and transformative experiences.

Zehno shaped these attributes into the concept of “I am Pacific” — first-person stories of the student life, academic environment and overall experience of attending the university. Instead of the traditional administrative voice speaking at prospective students, current students speak with future students about the experiences they’ve had at the school.

Executing the Vision

In a highly collaborative relationship, Zehno staff members and the client lead pored through client-conducted raw interviews and photos, pulling out the pieces that not only expressed the individuality of the students, but tied back to the school’s desired messaging.

In print and on the Web, a scrapbook/personal journal design style is used to convey a feeling of authenticity and personal connection. The traditional print viewbook layout was scrapped in favor of spreads devoted to each student’s perspective. Prospects are encouraged to learn more about their Pacific “tour guides” by reading in-depth Web profiles and constantly updated journals, as well as e-mailing the guides with questions.

The Web site effectively wove together these stories with all the need-to-know information required — majors, tuition, financial aid, information requests. The site also provides customized home pages for different audiences (juniors, seniors, parents, etc.), a new take on the online tour, and a Flash-based microsite that ties together the Pacific marketing messages into an exciting package.

Daily visitor traffic to the Web site is up 50% as compared to the same time last year — averaging almost 1,200 visitors each day.

View more of the print brochure.

Visit the University of the Pacific Undergraduate Admission Web site.

Learn more about supporting brochures developed for colleges within the university.