Rebranding campaign to increase female student enrollment within the engineering department.
The Electrical and Computer Engineering Department was the victim to a similar problem across all STEM fields: shockingly low levels of female students. The department needed to rebrand itself to appeal to women and communicate the limitless career opportunities in that field. I created a rebranding campaign that helped the department refuted the negative stereotype that engineering is male-dominated and create a strong brand that appeals to females.
The big idea from my research is that engineers change the world. They go against the norm, are creative and challenge themselves to improve the future. However, with a lack of women in the department, it made the idea of joining intimidating and unwelcoming to female students. A cornerstone of the campaign was using many successful woman who serve as role models to inspire college females to pursue a career in engineering. The ECE Department at UNM helps these women by Empowering and Connecting them to a rewarding career in Engineering. I rebranded the department with posters, public relations events, print advertisements, promotional materials and collateral. Now instead of being viewed as outdated, ECE is perceived as innovative, exciting and welcoming.
In addition to creating a new logo and visual identity for the department, I also drafted a slogan and communications strategy. The campaign included a year long plan to effectively use the $10,000 budget with a combination of paid media, promotional materials and earned media. The entire package for the department came with a media calendar and deigns for products and advertisements. Since the implementation of my campaign, the department has redesigned physical spaces to match the colors and style of it’s new logo and increased female enrollment to levels higher than any previous semester.
The rebranded campaign for ECE was a fully integrated strategic communications campaign. I designed and created everything from promotional swag to public speaker series calendars and advertisements to promote those events. Many of the campaign materials featured successful women such as Shelley Lavender, who is President of Boeing Military Aircraft, Boeing Defense and Boeing Space and Security. Additionally the ads featured a more relatable figure: Yu-San Lin. Yu-San is a Ph.D. candidate who has combined her love of fashion with engineering to create computer programs that help fashion designers. Both of these women were strong role models that helped younger female student envision themselves as engineers in a welcoming environment.
Campaign Plan Pitch Book