Own the Now

Showcasing TU's Graduate Excellence

Towson University is known for their undergraduate programs, but their graduate offerings are just as impressive: 80+ top-ranked certificates, plus master’s and doctoral programs designed for career advancement. To raise awareness and drive applications, TU partnered with us to create a campaign that tackled the biggest reasons people put off grad school—being too busy, unsure of the benefits, or thinking they’ll do it “someday.” Our message: “Own the Now.”

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From Someday to Today

We brought the idea to life with an on-campus shoot, interviewing real TU grad students about their experiences. Across the board, they highlighted the school’s flexibility, strong mentorship, and real-world opportunities. As the foundation of our campaign, these testimonials appeared in video and display ads across Google, Facebook, Instagram, LinkedIn, and high-visibility email placements in The Baltimore Banner and The Washington Post. The result was a campaign that not only resonated but also won an Addy.

A female physical therapist grad student sits with a patient.

Bucking the Grad School Trend

  • +2.9% Year Over Year Enrollment
  • +11.9% 1,712 Apply Clicks Generated
  • +3% 857 Leads Generated
  • 9.2% Year Over Year Increase in Applications
A female grad student sits on a couch with her mentor, a female faculty member.
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