One of 14 advertising slogans aimed at increasing San Franciscan's familiarity with the University of San Francisco.
The
University of San Francisco is re-introducing itself to the city it has called
home for more than 150 years with a visibility advertising campaign that is meant
to set San Franciscans on their collective ear.
Kicked off April 2, with slogans like “University of the best city
ever” and “Academics more challenging than finding a parking spot in North
Beach,” the Higher Standard Campaign consists of 14 short, provocative
headlines that emphasize the university’s commitment to academic excellence, a
culture of service, and a passion for social justice, as well as its deep ties
to San Francisco.
Black and
white photos from around San Francisco serve as backdrops to the campaign’s
bold headlines. The ads appear on the sides of buses, news racks, taxi tops,
and transit shelters, as well as on billboards and wallscapes in downtown San
Francisco.
“The
University of San Francisco is deliberately, loudly, and finally tooting its
own horn,” said USF President Stephen A. Privett, S.J. “It’s past time for the
world to know the great stuff we are doing with and for our students, our city,
and the entire global village. The University of San Francisco is moving from
the city’s best-kept secret to its first best university.”
The strength of the Higher Standard Campaign
lies in its ability to cut through the cacophony of advertising that San
Franciscans face by using memorable or humorous taglines that resonate with
locals, said John Durham, USF adjunct professor of advertising strategy and
marketing and CEO of the marketing firm Catalyst S+F.
By using ad phrases such as “Our CEO
mastered social networking 2,000 years before Mark Zuckerberg was born,” USF capitalizes
on its location in and connections to one of the nation’s most dynamic and entrepreneurial
cities, as well as its strong Jesuit Catholic values, in ways that make people
stop and say, “Wow!” Durham said.
The
Higher Standard Campaign is slated to run in two phases, April through May and
September through October, the months when most Bay Area residents are enjoying
the outdoors.
