Client: University of Southern California
Agency of Record: None (in-house project)
Art Direction: Stacy Lautzenheiser & Daniel Campagna
Copywriting: Justin Scupine (body) & Daniel Campagna (headline)
Quick question: what does an alumni association do, really? They host events, sure. They sponsor programs, yes. They help alumni network professionally, of course. They even fundraise for scholarships, which is amazing. But what’s the unifying theme? They sound like a party planner, corporate sponsor, HR rep, and endowment fund rolled into one. So what would an ad campaign for an organization like that even look like?
Leading question: how do you stay in touch with your alma mater? Do you attend events or programs? Do you network with fellow alumni? Do you donate?
Pointed question: why do you stay in touch with your alma mater? Nostalgia? Opportunity? Fun?
Our answer: we stay connected to our university because we can do so much more in life with its support. And the easiest way to stay connected is through the alumni association events and programs.
Hence the “Do More with US(C)” campaign.
The goal of the campaign was to convey one simple message: you can do more with USC by doing more with us—the USC Alumni Association. Whether you’re traveling, networking, learning, or playing, we’re here to help you do more with USC.
The headline is a conflation of the two ideas, “Do more with US” and “Do more with USC”. It is applied across the gamut of USC Alumni Association programs, events, and services. It was used in print, web, and OOH advertising.
