smith&jones idea agency Launches “Be bold. Be a Viking.” Integrated Campaign for Hudson Valley Community College
STURBRIDGE, Mass., May 14, 2012 /PRNewswire/ — smith&jones, the Sturbridge, Massachusetts-based idea agency with clients in the consumer goods, education, food and beverage, retail and financial-services sectors, announced today the launch of an integrated marketing campaign, part of a new brand positioning project, developed on behalf of their client, Hudson Valley Community College located in Troy, New York.
The “Be bold. Be a Viking.” umbrella campaign features four :15 television spots “Be Successful,” “Be Involved,” “Be Smart,” and “Be Anything” as well as radio spots, digital advertising and outdoor media. The multi-platform campaign is the first of smith&jones’ work to be launched after being awarded agency of record status by Hudson Valley in September 2011, following a state issued RFP.
Christine Tieri, President and Creative Director at smith&jones idea agency, explains, “The campaign is designed to highlight Hudson Valley’s commitment to cultivating successful futures through personal connections and a progressive approach to learning. The palpable energy, excitement and pride of the school is captured and brought to life in the simple yet bold creative.” Targeted towards current and prospective students, and spoken in the voice of an influencer, the Be bold. Be a Viking. campaign embodies the core values of the Hudson Valley brand.
Dennis Kennedy, Executive Director of Communications & Marketing, Hudson Valley Community College, adds, “Our primary goal is to invite prospective students to be a part of our proud community and to clearly communicate the key benefits that are hallmarks of a Hudson Valley education. smith&jones’ work does just that while conveying the pride our students, faculty, staff, alumni and partners share in creative and compelling ways.”
In the months leading up to the launch of the campaign, smith&jones — who, over the past two decades, has collaborated with a variety of higher learning institutions — worked with Hudson Valley Community College, steering them through a brand discovery process “which allowed us to uncover and reveal the true essence of the brand,” comments Tieri.
Founded in 1994, Sturbridge, Massachusetts-based smith&jones is an idea agency focused on creating brand experiences that connect clients with their audiences wherever they are. Details about smith&jones’ PURPLE process and Linkage Marketing(TM), a customized approach that employs digital and traditional media to reach goals and objectives, can be found at www.smithnjones.com.
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