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TableofContents
TEAGANCHARMASSON
ACCOUNTEXECUTIVE
Maddieservesastheprimaryclient liaison,ensuringcommunicationstays clearandgoalsareconsistentlymet. Shekeepstheteamorganizedand alignedwiththeclient’svision.
FavoriteLineofTheCode: Westandforwhatmatters,evenifwestand alone.
PRODUCTIONDIRECTIOR
Teaganoverseesthedevelopmentand executionofalldeliverables, coordinatingtimelines,qualitycontrol, andlogisticstobringcampaignassets tolife.
FavoriteLineofTheCode: Weendthedayknowingwegaveit everythingwehad.
MEDIADIRECTOR
AnnaClairemanagesmediaplanning andplacement,ensuringcampaign messagesreachtherightaudiencesat therighttimethroughthemost effectivechannels.
FavoriteLineofTheCode: Wehaveapassiontodowhat’sright,even whenit’shard.
MEET THE TEAM
MADDIESWAIN ANNACLAIREARTERBURY
EMORYKOUPLEN
EMASUMMAR PARKBASSINGER
RESEARCHEXECUTIVE
Emagathersandanalyzesdatatoguide strategicdecision-making.She identifiesinsightsaboutaudiences, competitors,andtrendstostrengthen campaigndirection.
CREATIVEDIRECTIOR
Emorycontributestoconcept development,visualdirection,and storytelling.Shehelpsshapecampaign designtoensureengagingand compellingcreativeoutput.
CREATIVEDIRECTIOR
Parksupportsthecreativeteamwith ideation,copyanddesign.Hehelps bringcampaignconceptstolifethrough uniquevisualsandfreshmessaging.
FavoriteLineofTheCode: Weendthedayknowingwegaveit everythingwehad.
FavoriteLineofTheCode: Westandforwhatmatters,evenifwestand alone.
FavoriteLineofTheCode: Weendthedayknowingwegaveit everythingwehad.
FavoriteLineofTheCode: Beingacowboyisn’tinourclothes,it’sin ourcharacter.
MEET THE TEAM
FavoriteLineofTheCode: Wedreamasbigasthesky.
FavoriteLineofTheCode: Wehaveapassiontodowhat’sright,even whenit’shard.
LETTER FROM THE TEAM
ThankyouforconsideringTheCreativeasyourcommunicationspartner. Wearededicatedtohelpingclientsexceedtheirgoalsthroughmeaningful storytellingandstrategy.
Ourcampaign,“TheCodeIsCalling,”isdesignedtostrengthenOklahoma StateUniversity’sbrandpresenceandinspireprospectivestudentstosee OSUasmorethanauniversity, butacalling.Throughauthenticengagementanddynamicmedia,thisplan aimstoincreaseawareness,prideandenrollment.
TheCreativesincerelythanksyoufortheopportunitytocollaborateonthis projectandbringOSU’sCowboyspirittolife.
Sincerely,
TheCreative
EXECUTIVE SUMMARY
Thecoreelementsofthecampaignincludeamultichanneldigital strategycenteredonprospectivestudentsansweringTheCode, enhancedmailerandpostcardinitiativestoreachstudentsdirectly, andon-campusvisualsreinforcingTheCowboyCode.Byhighlighting realstudentstories,leadershipopportunitiesandOSU’ssenseof belonging,thecampaignwilltransformawarenessintoaction.
Theteamhasdevelopedaflexiblecampaignplanthatallowsfor immediateactivationthroughsocialmediaandtargeted communication,withroomforexpansionbasedonengagement metricsandenrollmentgoals.Eachelementisdesignedtofocuson measurablegrowthinawareness,sentimentandapplications.
TheCreativeisconfidentthat“TheCodeIsCalling,WillYouAnswer?” willstrengthenOklahomaStateUniversity’sbrandidentity,boost enrollmentanddeepentheconnectionbetweenfutureCowboysand theuniversity’scorevalues.
CLIENT OVERVIEW
OKLAHOMASTATEUNIVERSITY
,foundedin1890,isa nationallyrecognizedland-grantinstitutioninStillwater, Oklahoma.Knownforitsstrongsenseofcommunity,academic excellenceandCowboyspirit,OSUservesmorethan25,000 studentsfromaroundtheworld.Theuniversityoffersmorethan 200undergraduatemajorsandawiderangeofgraduateand professionalprograms.
OSU’sbrandisbuiltonTheCowboyCode,acommitmentto integrity,loyaltyandhardworkthatdefinesbothitsstudentsand alumni.Throughacademics,serviceandtradition,OSUprepares studentstoleadwithpurposeandmakeadifferenceintheir communities.Theuniversity’smissionextendsbeyondeducation;it fostersalifelongconnectionthatencourageseveryCowboyto answerthecallandliveoutthevaluesthatmakeOSUloyaland true.
CLIENT RESEARCH
AfocusgroupwasheldwithfreshmenandseniorstocovertherangeofexperienceinOklahoma State’sRecruitingprocessaswellascourses.
IntervieweeslistedseveralattributesaboutOklahomaStatethatdrewtheirinterest:
Theyenjoyedthatthecampushadthebestofbothworldsintermsofcampussize.
OSUhasabiguniversityexperiencecombinedwithasmall-townfeelandculture.
The school spirit and the school’s athletics programs were also a highlight, making it very easy to getinvestedintheschool'sathleticactivities.
SurveyfindingsrevealedthatmoststudentswereunfamiliarwithTheCowboyCode,highlightingaclear needforincreasedawarenesseffortstoensurethemessageresonateswithcurrentandprospectivestudents alike.
Participantsexpressedastrongpreferenceforsocialmediaplatforms,particularlyInstagramandTikTok,as primarychannelsforcommunication.Incontrast,massemailswerelargelydisregarded,oftenperceivedas spamorirrelevant.
Ultimately,cost,location,andtheoverallcampusatmosphereemergedasthemostinfluentialfactors drivingstudents’appreciationofanddecisiontoattendOklahomaStateUniversity.
STRENGTHS
Strongbrandidentityrootedintradition,communityandTheCowboyCode.
Nationallyrecognizedacademicprogramsandleadershipopportunities.
LoyalalumninetworkandstrongschoolspiritthatreinforcetheOSUbrand.
High-qualityvisualsandconsistentmessagingacrossdigitalandprintplatforms.
WEAKNESSES
LimitedawarenessofOSU’sdistinctvaluesamongout-of-stateandfirst-generationstudents.
Heavycompetitionfromnearbyuniversitiesofferinglargerfinancialincentives.
Inconsistentpersonalizationinrecruitmentmessaging.
Over-relianceontraditionalemailcommunication,whichstudentsoftenignore.
OPPORTUNITIES
Expanddigitalstorytellingandsocialmediaengagementtoreachnewaudiences.
Utilizestudentambassadorsandinfluencerpartnershipstocreateauthenticcontent.
Personalizeoutreachthroughcreativemailersandthe“AcceptanceBox.”
StrengthenOSU’spositionasauniversitythatblendsopportunitywithbelonging.
THREATS
Increasingcompetitionfromregionalandnationaluniversitieswithstrongmarketingcampaigns.
Risingtuitioncostsandaffordabilityconcernsforprospectivestudents.
ShiftingcommunicationpreferencesamongGenerationZaudiences.
Economicuncertaintythatmayreducecollegeenrollmentrates.
DIRECT COMPETITORS
Uponevaluation,currentstudentsrecalledotheruniversitiestheyconsideredattendingandwhy.Majorityofthesestudents werefromOklahoma,Texas,Arkansas,andKansas.Includedbelowarethetopfiveuniversitiesthatwereconsideredbythese students.Reasonsincluded:
Proximity - Incentives - Cost - Athletics - Recruitment - Degree Paths
UNIVERSITY OF OKLAHOMA
“FutureSoonerFridays”includeacampustour,atailgatewithotherprospectivestudents,anddirectconnectionwiththe departmentthatthestudentisinterestedin.Thecampustourismoreinteractive,fun,energetic,andconnectswithinstructors andstudents.
UNIVERSITY OF ARKANSAS
Webpageforprospectivestudentsiseasytonavigateforanyandallstudents,fromnewfreshman,transfers,seniorcitizens, veterans,andparents.Theprocessismadeeasyandsimplyforaconfusingtimeinlife.
SOUTHWESTERN OKLAHOMA STATE UNIVERSITY
Acceptanceboxessenttoprospectiveandadmittedstudents.TheirboxisrelativelythesameasOU’s.
INDUSTRY TRENDS
TRENDS
PersonalizationandEngagement(i.e.,recruitmentefforts,acceptancelettersand gifts)
“Onesizefitsall”-itdoesn’tseemaspersonalanddoesn’tmaketheuniversity competitive
DigitalandImmersiveExperiencesinRecruitment
VR,Chatbots,socialmediaengagement(“AddYours,”storytemplates,hashtags)
RECOMMENDATIONS
Utilizesocialmediaplatformsforprospectivestudentstosharetheirjourneyto OSU.
“Addyours”InstagramstorytemplatesthatcaninitiateansweringTheCode.
Hashtags:Theynevergooutofstyle;#AnsweredTheCode,#TheCowboyCode,etc.
PERSONALIZED EXPERIENCE FOR STUDENTS
Itcanbeastruggletopersonalizeeverymessagetoeverystudent,butstudentsfeelmore connectedwhentheydon’tgetthatmassemailinformation.Majorityofthetime,thesemass emailsareignored.Basedonourfindings,studentswouldenjoyfindingmoreinformation throughsocialmediaplatformsthataredepartment/collegecentered.Forexample,SMSC studentssaidthattheyprefertogetinformationfromsocialmediapagesthatareSMSCbased. Theyaremorelikelytocheckthoseforinformation.Or,Canvaspagessincetheyfrequenttheir Canvasdailyfortheirclasses.
INDUSTRY TRENDS
CHATBOTS
Intoday’sgenerations,theyarelesslikelytoreachouttoadmissionscounselorsfor questions.So,manyuniversitieshaveutilizedchatbotsthatcandirecttheminthe rightdirection,answerbasicquestions,andhelpinanywaytheycan.
ACCEPTANCE
TheBoxes:Whileitcoulddrasticallychangethebudget,itdrivesstudent engagement.Peoplearedrivenbyincentives,freeitems,andafeelof,“This universitycaresenoughtosendthis,theycareaboutME.”
Ourthoughts:Oncestudent’sgetaccepted,themailerincludesaQRcode.ThisQR codedirectsthemtoinformationregardingTheCowboyCode,whatitmeansasa student,andhowtoembodyit.Oncethey“Accept”TheCode,theywillbesenta boxthatwehavedraftedup.
VIRTUAL TOURS
Thiscouldincludewhatdifferentcollegesanddepartmentslooklike.Classroom sizes,labs,EdmonLowLibrary,TheColvin,housing,theStudentUnion,etc.This givestudentsandideaofwhatcampuslookslikeandiftheycanimagine themselvesbeinghere.
OBJECTIVES
OurmaincampaigngoalistogenerateexcitementandpridearoundOklahomaStateUniversity.Throughthiscampaign, weaimtoincreaseawarenessofOSU’svalues,cultureandacademicexcellenceamonghighschooljuniorsandseniors, inspiringthemtoseethemselvesasfutureCowboys.WewanttostrengthenOSU’sreputationanddrivemeaningful engagementthatleadstoincreasedcampusvisits,applicationsandcommitments.
Awareness (information/knowledge):
ToincreaseawarenessofOSU’scommunity,opportunitiesandthe“CowboyCode.”ToinformprospectivestudentsaboutOSU’s valuesandacademicexcellencethroughdigitalstorytelling,socialmediacontentandprintmaterials.Toexpandcampaignreach andvisibilityusingthehashtag#AnsweredTheCode.
Attitudes (opinions):
ToreinforcepositiveperceptionsofOSUasawelcoming,high-qualityandvalue-drivenuniversity.Tofosteremotionalconnection andprideamongprospectivestudentsbysharingauthenticstoriesfromcurrentstudents,alumniandfaculty.Tobuildadmiration forOSU’smissionandculturethroughconsistent,inspiringmessaging.
Behaviors (actions, desired response):
TomotivateprospectivestudentstoengagewithOSUbyscanningQRcodes,visitingtheadmissionswebsiteorattendingcampus events.Todriveinquiries,toursign-upsandparticipationfromthosewhointeractwithcampaignmaterials.Toencouragestudents tosharetheiracceptancepostsusing#AnsweredTheCode,creatinguser-generatedcontentthatcelebratestheircommitmentto OSU.
TARGETAUDIENCE-PRIMARY
PRIMARYAUDIENCE:PROSPECTIVESTUDENTS
Highschooljuniorsandseniors,transferstudents,andearly-careerprospectivegraduatestudents(approx.ages16–24)withinOklahomaandsurroundingstates(TX,AR,KS,MO)whoareactivelyexploringhighereducationoptions.
DEMOGRAPHICS
Ages16–24
Mixedsocioeconomicbackgrounds
First-gen+legacymix
Geographicpriority:Oklahoma+ regionalstates,expandingto nationwideinterest
BARRIERS
LackofawarenessaboutOSU’s differentiators
Competitiveoffersfromother universities
Feelinguncertainaboutwhatmakes OSUunique
PSYCHOGRAPHICS MOTIVATORS
Seekingabalanceofacademicrigor,a welcomingcommunity,andschoolspirit Curious,sociallyconnected,futureoriented
Motivatedbybelonging,hands-onlearning, leadership,affordability,andcampuslife
Scholarshipandaffordability
Campusculture&connection
Qualityprograms+careerreadiness
Traditions+studentlife
Authenticstoriesfromcurrentstudents
MEDIA ENGAGEMENT DESIREDACTION
TikTok,Instagram,YouTubeshorts
Followsstudentambassadors+ creators
Findsinfoviamobile+socialresearch
ExploreOSU(Wesbite,SocialMedia) VisitCampus
ShareCommittmentusing
#AnsweredTheCode
BIG IDEA
Ourbigideasfocusonbringing“TheCodeIsCalling”tolife throughstorytelling,personalizationandvisibility.The campaigncentersonconnectingwithprospectivestudentsby showingthatOSUismorethanauniversity,it’sacalling.Key elementsincludeTheAcceptanceBox,abrandedmailer celebratingnewstudents;digitalstorytellingthroughstudentledvideosandsocialmediacontent;andon-campussignage featuringTheCowboyCodeandcampaignhashtag.Together, theseideasstrengthenawareness,buildprideandinspire studentstoanswerTheCodeandjointheOSUfamily.
PROBLEM STATEMENT
OklahomaStateUniversityiscallingonthenextgenerationofstudentstopursue boldambition,meaningfulcommunity,andafutureshapedbypurpose.Yet,in today’sincreasinglycompetitivehigher-educationlandscape,manyprospective studentsstruggletodistinguishOSUfromotherinstitutionsofferingaggressive recruitmentincentives,digitaloutreach,andpersonalizedengagement.Asstudents lookforanauthenticsenseofbelonging,mentorship,andopportunity,OSUmust bridgethegapbetweencuriosityandcommitmentbyclearlycommunicatingwhat makestheCowboyexperienceunique-thathere,studentsdon’tjustchoosea school;theyansweracodetogrow,lead,anddreamasbigasthesky.Byelevating storiesofrealstudentsandhighlightingthevaluesoftheCowboyWay-integrity, curiosity,hardwork,andcommunity-theuniversityseekstofosterdeeper emotionalconnectionandinspireprospectiveCowboystotakeactionandsee themselvesatOSU.
TANGIBLE SOLUTIONS
To address OSU’s challenge of differentiation and increase meaningful engagement among prospective students, the campaign will implement an integrated activation experience centered around “The Code Is Calling” — a storytelling-driven recruitment ecosystem that blends digital touchpoints, physical materials, and peer-to-peer connection.
The tangible solution is to create a seamless participation pathway that guides students from initial awareness → emotional connection → action. This includes:
THE CODE MAILER + QR ACTIVATION
Prospectivestudentsreceivea personalizedpostcard featuringboldmessagingand campaignvisuals.
AQRcodedirectsthemto“The Code”microsite,wheretheycan: Watchshortvideosof studentswho“AnsweredThe Code” Exploremajors,campuslife, andleadershipopportunities
Formally“answerTheCode” withaone-clickdigital response
DIGITAL ENGAGEMENT + HASHTAG PARTICIPATION
Studentsareencouragedto sharetheirjourneyusing #AnsweredTheCode
Thehashtagfuelsstudentgeneratedstorytellingon TikTok,Instagram,and YouTube
Featuredstoriesreinforcethat everystudent’scallingis unique,butallpathwayslead tobelongingatOSU
ACCEPTANCE EXPERIENCE BOX
Whenstudents“answerThe Code,”OSUsendsa confirmationemailand eligibilityforathemed acceptancekit
Theboxincludes:
Abrandeditem(stickersheet, shirt,orwristband)
AprintedversionofTheCode
Acall-to-actioncardtoshare theiracceptancewith #AnsweredTheCode
Thisphysicalartifactdeepens emotionalattachment, reinforcesidentity,andsparks socialsharing
CODE-BRANDED VISIT EXPERIENCES
4. CODE-BRANDED VISIT EXPERIENCES
Campustoursandorientation eventsintegratecampaign visualsandstudent ambassadors Studentswhohave “AnsweredTheCode”receive on-siterecognitionand exclusiveexperiences, elevatingtheirconnection early
CURRENT COMMUNICATION
STATEmagazine,newsletters, brochures,flyers,acceptanceand admissionmailers,billboards. Engagementismorelikelytocome fromparentsandalumni.
ThecontentisthesameasFacebook.
Engagementismorelikelytocome fromprospectiveandcurrentstudents. Strongbranding,vibrant,contentis balancedwithstudentposts, education,andachievement.Itsays, “Weareproudofwhoweare.”
ContentisthesameasInstagram.This createsconsistencywithinuniversity platformsasbotharetheprimarysocial mediapage’susedforuniversity communication.
X (TWITTER)
EssentiallythesameasInstagramand Facebook.Events,informational, athletics,homecoming,etc.
TIKTOK
Morestudentandcommunityfocused.
Trendypoststhatareaimedtoengage withyoungergenerationandand currentstudents.
EMAIL & NEWSLETTERS
Masssentemailstostudentsand faculty.Currently,itisforinformational purposes.
IMPROVING COMMUNICATION
Makerecruitmentmailers tailoredtoTheCowboyCodeand thecampaign.Thegeneration comingintocollegeisdifferent thanpast—theywantfresh,new andmodern.Utilizebillboardsto matchthenewcampaign.STATE Magazineisagreatwayto communicateTheCowboyCode andhowtheOSUcommunity embodiesit;however,notmany peopleknowaboutit.Make magazinesaccessiblethrough mailingtoprospectivestudents andtheirfamilies.
FACEBOOK & INSTAGRAM TIKTOK
Reelsandvideoswill captivatetheyounger audience.Stayuptodateon trendsonallplatformsand keepallcontentvisually appealing.Onthese platforms,itwouldgivethe universitytocelebrate studentsandalumnithat haveembodiedTheCode.By doingthis,notonlyisOSU tellingthecommunityabout TheCowboyCode,butshows howCowboy’sshowThe Code.
Students,andtheyounger generationingeneral,love videosofotherstudents,and evenfaculty,thatisfun, engaging,andunexpected. TikTokcouldbetheuniversity’s platformthatisoutofthe ordinaryandnotpurely educationcentered.Havefun withit,whilealsosharing aboutOSUanditsmission.OSU hassomuchtooffer,andthose comingherewanttoknow aboutit.
IMPROVING COMMUNICATION
X (TWITTER)
Makerecruitmentmailers tailoredtoTheCowboyCodeand thecampaign.Thegeneration comingintocollegeisdifferent thanpast—theywantfresh, newandmodern.Utilize billboardstomatchthenew campaign.STATEMagazineisa greatwaytocommunicateThe CowboyCodeandhowtheOSU communityembodiesit; however,notmanypeopleknow aboutit.Makemagazines accessiblethroughmailingto prospectivestudentsandtheir families.
EMAIL & NEWSLETTERS
Student’sarelesslikelytopay attentiontomassemailsasthey becomeredundant,and majorityofthetimedonot applytothemorarenotoftheir interest.Instead,minimizemass emailstoimportance,tailor themasmuchaspossibleto students,andutilizenewsletters tocommunicateTheCowboy Codeandthecampaignasmuch aspossible.
SUMMARY
OSUisOklahoma’suniversitythatis different.Whatwedostandsout, andit’ssupposedto.Weembody theideaofevolving,growing,and changingforthebetter.The generationthatwillenterOSU’s campuswithinthenext5-10years wanttoseenew,untraditional content.Whileeducationis supposedtobeaforefront,sois showingwhatOSUcandoforthem ateveryaspectoflife,advancingin theirprofessionalcareers, internships,campuslife,andmore. Stayinguptodateonsocialtrends andwhatconnectswithstudents fromthebeginningoftheircollege journeyisvital.
Timeline CAMPAIGN OVERVIEW - 1 YEAR
CAMPAIGN OVERVIEW - 1 YEAR
Phase1:Awareness(Months1–3)
Objective:Introduce“TheCodeCalls”messageandlaythefoundationforCowboyCodeeducationamongprospective students.
KeyActivities:
LaunchcampaignthemeandmicrositeshowcasingTheCowboyCode.
Rollout#AnsweredTheCodehashtagacrossInstagram,TikTok,andYouTubeShorts.
IntegrateCowboyCodeeducationthroughshort-formvideosandmicrositecontent.
Design,print,anddistributethefirstwaveofprintmaterials(postcards,posters,banners).
Outcome:EstablishbroadawarenessandsparkcuriosityaboutTheCowboyCodeasadefiningpartofOSUculture.
Phase2:Engagement(Months4–6)
Objective:DeepenunderstandingandemotionalconnectiontoOSU’svaluesthroughauthenticstorytellingandinteraction.
KeyActivities:
PublishstudentandalumnistorytellingcontentconnectingpersonalexperiencestoTheCowboyCode.
Continuepaiddigitaladstoreachprospectivestudentsandencourageengagementwithcampaigncontent.
Conductmid-campaignperformanceevaluationtoreviewreach,impressions,andengagementmetrics.
Outcome:Transformawarenessintointerest:prospectsstarttoidentifywithTheCowboyCodevaluesandviewOSUasa communitytheybelongin.
CAMPAIGN OVERVIEW - 1 YEAR
Phase3:Action&Conversion(Months7–10)
Objective:Encourageaction—fromcampustoursandapplicationstoenrollmentcommitments.
KeyActivities:
Promotecampustoursign-upsandOSUadmissionsportaltrafficviaretargetingandQR-linkedads.
Releasenewstorytellingcontentemphasizingthereal-worldimpactoflivingTheCowboyCode.
Feature“IAnsweredTheCode”campaignpostscelebratingadmittedstudents.
Maintainconsistentaudienceengagementthroughcomments,DMs,andinteractiveposts.
Outcome:Turnawarenessandengagementintomeasurableactions—visits,applications,andsocialmedia participation.
Phase4:Continuation&Transition(Months11–12)
Objective:Measuresuccess,celebrateprogress,andprepareforYear2campaignexpansion.
KeyActivities:
AnalyzeKPIs(reach,engagement,conversions,sentiment)andsummarizeYear1results.
ConductbriefsurveystogaugeCowboyCoderecognitionandcampaignrecall.
DevelopYear2continuationplan—expandstorytellingtoalumni,refinemessagingfornewprospectsegments,and introducenewcreativeassets.
Outcome:Evaluateeffectivenessandensuresmoothtransitionintothenextcampaigncycle(Years2–5),buildingon thefoundationofawarenessandengagementestablishedinYear1.
DIGITAL MEDIA BUDGET - LOW
CampaignStrategy&Planning
ContentCreation
PaidSocialAdvertising(Meta, TikTok,Snapchat,YouTube)
DigitalAdvertising(Google Display,Spotify,LinkedIn)
InfluencerMarketing/ AmbassadorProgram
CommunityManagement
Analytics&Reporting
CreativeDevelopment
Spotify/Audio+StreamingAds
Contingency
Researchtargetaudiences,defineKPIs,developcontentcalendar,andoutline platformstrategy.
Student-producedvisualsandcaptions(photo,shortvideo,andgraphic content).Focusedonauthenticityandcampusenergy.
BoostedpostsandbasicadflightstargetingOklahomaandsurroundingstates. Primaryawarenesslayer.
Pre-rollandbanneradsforbrandstorytellingandsitetraffic. Collaboratewith2–3studentinfluencersfororganicandcross-postedReels/TikToks.
Engagedailywithfollowers,replytocomments,andmaintainbrandtone.
UsenativeplatformanalyticsandGoogletoolsforreachandengagementtracking.
15-secondstudent-voicedspotsonstudyplaylists(“TheCodeCalls”).
1longshorthigh-productionvideo+10staticdesigns.DesignedforInstagram, TikTok,andYouTubeShorts.
Bufferforadboosts,designrevisions,oreventtie-ins.
TOTAL:$25,000
DIGITAL MEDIA BUDGET - MEDIUM
CampaignStrategy&Planning
ContentCreation
PaidSocialAdvertising(Meta, TikTok,Snapchat,YouTube)
DigitalAdvertising(Google Display,Spotify,LinkedIn)
InfluencerMarketing/ AmbassadorProgram
CommunityManagement
Analytics&Reporting
CreativeDevelopment
Spotify/Audio+StreamingAds
Contingency
Audiencesegmentation,contentpillars,KPIdashboard,andcreativebriefs.
Professionallyshotandeditedvisuals,studentinterviews,motiongraphics,and campaignphotography.
Multi-phaseawareness+conversionads,retargeting,andboostedeventcontent.
Bannerandaudioadstargetingprospectivestudentsandparents.
Partnershipswith4–6OSUstudents/alumniwhoauthenticallyshareOSUstoriesand Codeembodiment.
Full-timecontentengagement,commentmoderation,andreputationmanagement.
Ongoingperformancetracking,A/Btesting,andbiweeklydatareports.
Consistentcross-platformcreativesuite(videos,Reels,short-formgraphics,adcopy). 30-secondspotsvoicedbycurrentstudentsemphasizingOSU’svaluesandbelonging. Usedforexpandinghigh-performingadsoradditionalinfluencerpartnerships.
DIGITAL MEDIA BUDGET - HIGH
CampaignStrategy&Planning
ContentCreation
PaidSocialAdvertising(Meta, TikTok,Snapchat,YouTube)
DigitalAdvertising(Google Display,Spotify,LinkedIn)
InfluencerMarketing/ AmbassadorProgram CommunityManagement
Analytics&Reporting
CreativeDevelopment
Spotify/Audio+StreamingAds
Contingency
Deep-divemarketresearch,audiencejourneymapping,andintegratedmedia planningacrossdigitalandsocialplatforms.
Reservedforboostinghigh-performingassets,influencerextensions,orcrisis response. $1,000
Professionallyproducedvideoseries,cinematicfootage,customanimations,and behind-the-scenesstorytelling.
Multi-layeredpaidcampaignincludingleadgeneration,retargeting,eventpromotion, andlookalikeaudiences.
Nationalreachthroughprogrammaticdisplayandstreamingplacements.
Partnershipswith8–10OSUinfluencers(students,alumni,andathletes)producing authenticcontentthatincludesCodeeducation.
Dedicatedcommunityengagementmanagerandautomatedmonitoringtools.
End-to-endtrackingthroughMetaSuite,GoogleAdsManager,anddatadashboards; weeklyperformancereviews.
Multi-formatcreativesuite(motiongraphics,high-resvisuals,reels,andvideo cutdowns).
Branded30-secondvoiceoversandnarrative-drivenminiadsemphasizing“TheCode isCalling”andprospectivestudentsthat“AnswertheCode.”
DIGITAL MEDIA SAMPLES
PRINT MEDIA BUDGET
PRINT MEDIA BUDGET
PRINT MEDIA BUDGET
PRINT MEDIA SAMPLES
ACCEPTANCE
(Each Side is a different line of The Cowboy Code) welcome to the cowboy family WE dream as big as the sky
InsidetopPanel SidePanels(4)
ACCEPTANCE BOX INSIDE PANEL
ACCEPTANCE BOX
WHAT’S INTHE BOX:
-AcceptanceCard
-AnsweredTheCodeT-Shirt
-EdmonLowWaterBottle
-BrandedStudentIDHolder
-AnsweredTheCodebracelet -StickerSheet
OWNED MEDIA
OurownedmediawillincludeavarietyofOSU-brandedmaterialsdesignedtostrengthenemotionalconnection andreinforcethemessage“TheCodeCalls—WillYouAnswer?”Merchandisesuchast-shirts,totebags,magnets, stickers,andlanyardsfeaturingthecampaignhashtag#AnsweredTheCodewillserveasvisiblesymbolsofschool prideandcampaignparticipation.Theseitemswillbedistributedatrecruitmentevents,campustours,andhigh schoolvisitstoboostrecognitionandengagement.
Photographyandvideocontentwillalsoplayakeyroleinourownedmediastrategy.High-qualityvisuals highlightingrealOSUstudents,campuslife,andtraditionswillbeusedacrosssocialplatforms,printedmaterials, andadmissionscommunicationstoshareauthenticstoriesandfosterasenseofbelonging.
Amajorownedmediafeatureofthiscampaignisthe“TheCodeIsCalling”AcceptanceBox.Thispremiummailer willbesenttoadmittedstudentsasbothacelebrationandanintroductiontoOSU’sculture.Theboxdesign incorporatescampaignbrandingandTheCowboyCode,witheachpanelfeaturingadifferentlineofTheCodeand thephrase“WelcometotheCowboyFamily.”
Thisacceptanceboxactsasbothakeepsakeandasocial-sharingopportunity,encouragingrecipientstoposttheir excitementonlineusing#AnsweredTheCode.Byblendingtangibledesignwithdigitalstorytelling,ittransformsa traditionalacceptancepacketintoanimmersive,pride-drivenOSUexperience.
MERCH/BRAND KIT
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HEADLINE
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PAID M DIA
TheCodeismorethanamotto it’sawayof life.AtOklahomaStateUniversity,wedon’tjust dreambig,wedobig ��
Thequestionis…willyouanswerTheCode? #AnsweredTheCode#TheCowboyWay #GoPokes
@beanosucowboy
TheCodeiscalling andit’scallingyouto Stillwater. ��
Joinusforcampustours,meetrealCowboysand seewhatitmeanstolivetheCowboyWay. Visitokstateedu/AnsweredTheCodetosignup #AnsweredTheCode#OSU#GoPokes
ScheduleaTour
@okstate
Seemore
Oklahoma State University launches “The Code Calls” campaign to inspire future Cowboys
STILLWATER, Okla. (Oct. 21, 2025) Oklahoma State University has launched a new nationwide recruitment campaign, “The Code Calls,” designed to connect with prospective students through authentic storytelling, digital engagement and the spirit of the Cowboy community.
The campaign, led by OSU’s Office of Undergraduate Admissions and University brand management, highlights the university’s core values through the theme “The Code Calls Will You Answer?” The initiative invites high school juniors and seniors to see OSU not just as a college, but as a place where they can find their purpose.
“Every Cowboy has a calling, and this campaign shows students how OSU is where they can answer it,” said Jim Hess, president of Oklahoma State University. “Our goal is to bring to life how our strong community, academic excellence and spirited traditions set us apart ”
Jeffrey Hartman, director of undergraduate admissions at OSU, said the campaign reflects what students today are seeking in higher education.
“Students want connection, authenticity and a sense of purpose,” Hartman said “With ‘The Code Calls,’ we’re speaking directly to that by meeting them where they are and showing them the difference OSU offers.”
The campaign will run across multiple channels, including social media, direct mail and campus events. It will feature student testimonials, interactive QR codes and the hashtag #AnsweredTheCode Students who engage with the campaign will have opportunities to win OSU merchandise and exclusive campus visit experiences.
“The Code Calls” reinforces OSU’s position as a university that blends big-campus opportunity with small-town belonging. The campaign will run through the 2025–26 recruitment cycle.
For more information or to join the conversation, visit okstate.edu/Answeredthecode or follow @okstate on social media. All media inquiries can be directed to Mack Burke at mack.burke iv@okstate.edu
Oklahoma State University sees record freshman enrollment after “The Code Calls” campaign
STILLWATER, Okla. (Sept. 15, 2026) Oklahoma State University reported a 14 percent increase in freshman enrollment this fall, crediting its “The Code Calls” campaign for helping attract the largest incoming class in nearly a decade.
Launched in 2025, the campaign shared stories of integrity, leadership and community through the theme “The Code Calls Will You Answer?” and connected with students through digital storytelling and the hashtag #AnsweredTheCode.
“This growth shows the power of authentic connection,” said OSU President Jim Hess. “Students are drawn to our culture of purpose and belonging — that’s what the Cowboy family is all about.”
Kegan Linderer, assistant vice president for enrollment management, said the university focused on meeting students where they are. “Through genuine stories and creative outreach, we showed what makes OSU different,” Linderer said.
The campaign reached more than 1 million people nationwide, increased campus visit sign-ups by 22 percent and helped boost applications across multiple states. For more information or to join the conversation, visit okstate.edu/Answeredthecode or follow @okstate on social media. All media inquiries can be directed to Mack Burke at mack.burke iv@okstate.edu
EVALUATION
WebelieveitisvitaltocommunicateTheCowboyCodeasearlyaspossibletogetitintothemindsofprospectivestudents, theirfamilies,andwidercommunity.WhilestudentsareawareofTheCowboyCode,theystruggletotrulyrecognizeits meaning,howitisexemplified,andhowmuchitreallymeanstotheuniversity.Thefirstvisitthatprospectivestudentshave toseecampus,manyrecalledseeingitinperson,suchasinfrontoftheStudentUnion,butnowhereelse.Beingthatthearea itisin,itisnotthemosttraffickedbystudents.So,werecommendthatTheCodebeshowninareassuchas:
EdmonLowLibrarypath,StudentUnionPlaza,alongMonroeStreetsidewalks,nearthelibraryfountain,andmore.
A-Frames
Socialmediastoryhighlights
Billboards
Currentstudentshavealsorecalledtheirfirsttimeoncampus.Whiletheysharedthatcampustourscouldbemorelivelyand exciting,thebeautifulcampuswehavewasmonumentalintheirdecisionmaking.Studentspayattentiontoeveryaspectof campus,sowhynotdisplayTheCodeeverywherepossible?
SocialmediaisagreatwaytoshareTheCowboyCodetoprospectivestudents.BeforeaGooglesearchonauniversityis conducted,theyoungergenerationtakestosocialmedia.Withouteversteppingfootoncampus,howOSUpresentsitself,its students,itsfaculty,andcommunityisseenbyprospectivestudentsthroughsocialplatforms.ItisvitalforeachOSUran socialmediapagetocollectivelydisplayTheCowboyCodeandthiscampaign.
THANKYOU
OurteamwouldliketoexpressourgratitudetoLoriMcKinnonforherconstant guidance,encouragement,andsupportthroughoutthiscampaign.Your willingnesstoanswerourquestions,listentoourideas,andchallengeustothink outsideoftheboxwashelpedusgrowasnotonlyateam,butasaspiring communicationprofessionals.Wearegratefulfortimeandcareyouhaveinvested intooureducationandsuccess.
WealsowanttosincerelythankOSUBrandManagementand SimpsonScarboroughforentrustinguswiththisincredibleopportunity.Working onthiscampaignhasallowedustoapplywhatwehavelearnedoverthelastfour yearsintoarealcampaign,strengthenedourcollaborationskills,andhelpedus gainaclearervisionofwhatourcareerincommunicationswilllooklike.Thank youforbelievinginusandallowingustoworkalongsideyouandyourteams duringthelaunchofthisnewcampaign.GoPokes!
“Weneedtoclosethegap
