SEPTEMBER 23, 2022 — The Public Relations Society of America (PRSA) San Antonio chapter celebrated UTSA for excellence in communications and marketing at its 20th Anniversary Del Oro Awards held September 22. The Del Oro awards recognize outstanding examples of communications and marketing produced by organizations throughout San Antonio.
UTSA’s University Marketing team received a La Plata Campaign Award for Creating Bold Futures, the university’s brand platform. This award recognizes comprehensive programs that incorporate sound research, planning, implementation and evaluation.
Winning campaigns must display strategic public relations and meet the highest standards of performance in the profession.
The Creating Bold Futures campaign was executed completely in-house by a team of 12 professionals in design, web development, planning and project management.
Creating Bold Futures was the first branding effort for UTSA in over a decade. The brand is designed to be easily translatable to UTSA's distinct target audiences—many of whom are based in San Antonio—including prospective students and their families, donors, research partners and other stakeholders. The brand is centered around UTSA’s promise to be a model Hispanic Serving, public research university where aspiring students from all backgrounds experience a life-changing education leading to a bold future
Market research surveys of the San Antonio community were conducted before and after the campaign’s rollout to measure its effectiveness. The reach proved significant, with 46% of all respondents indicating they had seen elements of the campaign and 70% saying the creative advertising elements improved their perceptions of UTSA.
“The positive impressions and high rates of recall speak to the resonance of the Creating Bold Futures campaign with our target audiences,” said Vice President for University Relations Teresa Niño. “It was gratifying to see how the campaign advanced UTSA’s reputation in our local community, a tangible result of all the hard work done by our University Marketing team to manage the university’s visual brand.”
This year’s Del Oro Awards marked the 20th anniversary of the event. The ceremony was held on September 22 at the San Antonio Zoo.
— Kristin Law
Original source can be found here
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