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The University of San Francisco’s
Higher Standard Advertising Campaign

The inaugural visibility advertising campaign was launched on April 2, 2012 and consisted of 14 short, provocative headlines emphasizing USF's high academic standards, commitment to values and ethics, and deep ties to San Francisco. The campaign has successfully created a "buzz" about USF, especially in downtown San Francisco where the ads were concentrated. Mayor Ed Lee quoted several ad headlines verbatim in his 2012 Commencement Address at the university. 

The Higher Standard Campaign was developed by the Office of Marketing Communications (OMC) and HubStrategy, a boutique San Francisco agency. More information about the campaign is available by contacting Dave Macmillan ( or Dan Erwin (, both team members at OMC.