Robert Morris launched the Change A Life advertising campaign in September 2010, with four main goals:
The campaign includes six TV commercials and 24 radio spots, and it also featured 38 billboards across the Pittsburgh region. We continue to update the Change A Life web site with new stories of how RMU changes our students' lives, and how they change the lives of others. We have incorporated the look and themes of the campaign into several university publications, on campus spaces, and in our gifts and give-aways.
So far we have measured the impact of the campaign through surveys, focus groups, and web traffic analysis. An overwhelming majority of respondents have reported favorable impressions of the campaign, and they tell us that their opinion of RMU has improved as a result. The campaign also has significantly increased traffic to the RMU web site.
The Pittsburgh Post-Gazette featured the Change A Life campaign in a front-page story at its launch. Recently, the Change A Life TV commercials won a Gold ADDY Award from the Pittsburgh Advertising Federation, which gave a Silver ADDY to the Change A Life web site. The campaign won a silver medal for advertising campaigns in the national Circle of Excellence Awards from the Council for the Advancement and Support of Education. RMU also won a Silver Medal for video PSAs and commercial spots for the Change A Life ads.
The web site also won a Silver CUPPIE in the category of electronic media/web site from the College and University Public Relations Association of Pennsylvania (CUPRAP) and a Golden Quill Award from the Press Club of Western Pennsylvania for creative use of technology in storytelling.