125 Reasons Campaign

Oklahoma State University’s Office of Undergraduate Admissions launched an integrated marketing campaign to celebrate the university’s 125-year anniversary from October 13 to December 25, 2015. Each week, the communications staff leveraged paid, owned and earned media to count down “125 Reasons to Be A Cowboy.”  As the Communications Coordinator, I led a team of communication specialists to execute OSU Undergraduate Admission's first award-winning integrated marketing campaign. The campaign afforded the admissions office the opportunity to celebrate the University's 125th-year anniversary in an authentic and relatable way to future Cowboys. 

The overall campaign was designed to draw attention to several enrollment management initiatives, including new student recruitment and an increased university presence among the prospective student population. The campaign also supported a university-wide strategy to support its land-grant mission, which emphasizes teaching, research and outreach. 

Each week, 10 reasons to be Cowboy were revealed using a mixed-media approach featuring digital and print media, video, web and social media. The campaign is housed on the undergraduate admission’s website, with the final reveal on December 24, 2015, one day before the university’s 125th anniversary.