Butler University – Indy Positioning

Background

Butler University’s location in Indianapolis is a key part of their brand identity, however they felt disconnected from the city. The ‘Everything’s Butler in Indy’ campaign was created to help address this issue through a creative concept that included a microsite and environmental advertisements.

The Process

Together with a strategist, I helped to identify key Strategy Drivers for this campaign. We wanted Butler University to be the first thing you thought of when you heard Indianapolis, because Butler is a huge contributor in everything, from the art community, to athletics, to the economy.

A designer and copywriter helped to establish the creative concept: Everything’s Butler in Indy. Drawing some inspiration on the existing brand guidelines, the concept became tactics that included a microsite and environmental media.

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