Mad Genius and The University of Southern Mississippi have enjoyed a remarkable relationship for several years. Many of our employees are Southern Miss grads, and the agency is always on the lookout for new opportunities from the USM Office of University Communications. So when they selected us to produce their 2016 image television spot, we jumped at the opportunity—and found ourselves reaching some unexpected new heights.
The communication goals for the 2016 spot were to help raise brand awareness, support recruitment and alumni outreach, and enhance the reputation of the University on a national level. No small task. Southern Miss students value their individuality and unique insights, and they value USM for helping them discover their passions and grow their potential for success. How would we tell their story in an interesting and compelling way?
The Genesis of “Born to Soar”
After weeks of research, strategy meetings and working with USM’s Office of University Communications to develop a script, we gradually developed an answer to that question. Finally, we shot, edited and scored the following TV spot:
USM IMAGE TV SPOT: “BORN TO SOAR Part 1”
Everyone involved agreed that this spot fired on all cylinders, portraying USM students as passionate, dedicated participants in their education, and the spot soon hit YouTube and television screens throughout the school’s target markets.
That’s when the magic happened.
Folks in the Office of University Communications at Southern Miss began to hear and see a familiar phrase in campus speeches and on social media Let’s “listen” to our TV spot’s voiceover again:
At the University of Southern Mississippi, there’s no such thing as a bystander.
Our students don’t just attend. They engage.
They don’t just participate. They connect.
They study. Explore.
Prepare. Persist. Master.
And then, when it’s time, they take everything they’ve learned…
The culmination of all their experiences…
And they do what Eagles are born to do:
They soar.
Yep, right there at the end of our spot—was the beginning of a phenomenon. The idea that eagles are born to soar had resonated so powerfully that it was organically “catching on” among students and faculty. Of course, USM’s Office of University Communications recognized the opportunity immediately. They set out to make “Soar” truly soar with a variety of traditional and digital media tactics.
Instagram Ad & Snapchat Filters
Banners, Coffee Cup Sleeves & Shirts
And just like that, a few lines of script had become an instrumental aspect of the school’s already thriving brand. Naturally, Mad Genius was thrilled when USM selected our proposal once again, this time for a sequel of sorts to the spot that kicked everything off.
Soaring in 2017
For their new 2017 image spot, we wanted to expand on what it means to be “born to soar,” and what implications that might have for one’s education. Read the voiceover below and then see how the final edit really brings it to life.
When you’re born to soar, you’re destined to rise above.
Curiosity leads to exhilarating discoveries.
Challenges become opportunities.
And passions become filled with purpose.
The world looks different from above.
The University of Southern Mississippi:
Where Eagles soar.
USM IMAGE TV SPOT: “BORN TO SOAR Part 2”
The new spot is already airing nationally, and social engagement of the Soar concept continues. And, as it just so happens, USM won back-to-back Judges Choice Awards in 2016 and 2017 from the Southern Public Relations Federation anchored to all of this creative. This includes the 2016 spot (Born to Soar – Part 1), multiple digital campaigns, all other “Born to Soar” components mentioned above, and the 2017 My Southern Miss Story campaign.
A hearty thanks to the USM Office of University Communications for allowing us to help with their marketing efforts—we look forward to our next project together!
And from all of the Southern Miss alumni here at Mad Genius—SMTTT!