In 2016, the Carnegie Commission on Higher Education promoted Boise State University to the level of doctoral research institution, a classification that not only marked a significant transformation of our graduate and research efforts but also confirmed how those improvements served our greatest missions, to provide a signature undergraduate education. The Change Agent campaign was developed to promote the university’s transformation to our peers in higher education. A landing page was used to highlight each of the individuals whose research and efforts were featured in our advertising.
Our strategy with the campaign was to elevate the Boise State brand in the minds of our peers in higher education and to recognize the significant turning point that the Carnegie designation represented. The campaign aligned with our brand attributes: innovative and tenacious. It was featured in prominent higher education publications in both digital and print placements. The campaign featured photography that drew attention to the individual faculty member or student and the cutting edge research that they were creating as a Boise State Change Agent.