UNO – Maverick Mojo brand development

The University of Nebraska at Omaha (UNO) asked Ervin & Smith for help in overcoming its image as a local commuter school and increasing student recruitment. Ervin & Smith planned and created a complete brand campaign, including general brand standards, that revamped UNO’s image, employed alternative communications venues that appealed to the target audience, and offered a long shelf life.

Our strategy was to present UNO as the “total college experience” – stellar academics, plus comfortable student housing and a lively social scene. Messaging was distributed through teen-friendly media, including school events, text messages, Facebook and YouTube, and guerilla techniques such as a street team revving up Maverick football fans. The first phase of the campaign successfully changed perceptions about UNO within the target audience, boosting applications and admissions. Phase 2 refined the focus on UNO academics with updated photography, captivating copy and a new website, all of which continued and strengthened the Mojo brand.