Участници 2018

Комуникационна кампания на годината



Summary of the campaign
Turning 25 years the American University in Bulgaria (AUBG) decided to carry out a facelift of its communication with stakeholders and publics – internal (students, faculty), external (Bulgarian and foreign potential students and their parents, institutions, media). Communication started with the new 2017/2018 academic year in September 2017.
Brand new positioning
AUBG wanted to re-position itself as an innovative university creating leaders for the future dynamic, transforming and multicultural world.
The new message: SMARTVERSITY as a campaign brand and motto
Interpartners coined a dedicated campaign brand to make sure we could effectively reach the publics in a new, adequate way and differentiate from the conservative tone of voice of most universities. So, AUBG became SMARTVERSITY in which SMART stands for clever people and clever things; SMART is the new sexy.
Key target public – potential students: Bright and ambitions candidates; from Bulgaria, the Balkan region and the world; with fluent English.
Digitally focused integrated campaign: In its through-the-line campaign AUBG launched a message based on a SMART triad of values, advantages and opportunities:
- SMART learning: US liberal arts model of learning;
- SMART community: Diverse, multicultural, inspiring environment with busy community and cultural life on campus;
- SMART tomorrow: Impressive career development opportunities which show in statistics about the achievement of AUBG alumni.