The Stony Brook University (SBU) brand was trailing its reality. It’s a leading public research institution with world-class academics and a pioneering commitment to innovation. However, its national recognition didn’t match its excellence. Known primarily in STEM (science, technology, engineering, and mathematics) fields and within the Northeast, SBU sought to elevate its brand, increase awareness among out-of-state and non-STEM prospective students, and foster a deeper sense of pride among internal audiences, including students, faculty, staff, and alumni.
PURE SERVICES
Strategy and positioning
Value Proposition
Message Hierarchy
Comms Planning
Advertising Campaign Development
Media Planning/Buying/Optimization
Internal Branding and Adoption
Pure partnered with Legend Labs, a key SBU brand and communications partner, to develop a strategic, research-driven brand platform that positioned SBU as an institution where students and faculty shape the future. By leveraging deep audience insights, we crafted a campaign that resonated across multiple touchpoints, elevating SBU’s reputation and inspiring the next generation of changemakers.
“...all of you were smart enough to get an Ivy League education at a fraction of the cost. ”
Carl Heastie
Speaker of the New York State Assembly
2024 SBU Commencement
The Impact:
- Elevated Brand Perception:
The “Dare to Be” platform repositioned SBU as a hub of innovation and leadership, aligning with its groundbreaking research and academic excellence. - Increased Interest from Out-of-State Students:
The campaign successfully expanded SBU’s reach beyond its traditional regional stronghold. - Strengthened Internal Community:
Faculty, students, and alumni embraced the new brand direction, fostering a stronger sense of identity and pride. - Data-Backed Creative Optimization:
Using qualitative and quantitative testing, we refined messaging to maximize impact and ensure alignment with audience expectations.x
A Future-Forward University:
With a revitalized brand strategy and a bold new identity, Stony Brook University is now positioned to attract top-tier talent, drive greater awareness, and reinforce its status as a leading institution where the next generation dares to be what’s next.
Over 19 million impressions delivered during the 2024 Fall Enrollment campaign Generated over 204,000 clicks to the SBU website
Resulting in almost 4,000 leads and a Cost per Lead
60% lower than the 2023 Fall Enrollment campaign
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