Access, Transformation and Impact Cal State University
Strategy, Creative, Production
Tell me, Muse...
Case VII Circle of Excellence – Gold, Marketing
The twenty three campuses of Cal State University serve a unique and ever more important role in the future of California. Their commitment to delivering a quality, affordable education to the people and communities that need it the most paves the way for tangible, positive, and lasting impact on our society and the state we call home.
We teamed up with our friends at SimpsonScarborough to develop a strategy that defines the key ingredients to a “CSU story,” brought to life through the people and perspectives from each university. To launch the campaign, we worked with Cal State and the campuses to uncover the best candidates for a feature story (article, photography, banners) on the newly redesigned calstate.edu, then set out on a Golden State road trip to produce the content.
The talent was inspiring: like Robert Garcia, the Mayor of Long Beach, an alum that’s still teaching at CSULB; and Tim, an undergraduate at Fullerton who was homeless in high school and will be giving back to disadvantaged students through his Masters degree work; or Muhammed, a San Jose State alum who is reinventing the grade school education system in Silicon Valley to grow the next generation of world-changers; and many (many) others.
Our favorite part: Cal State took the template and ran with it, continuing to produce stories that showcase the access, transformation and impact that CSU is empowering students, faculty and alumni with, each and every day.