SAN FRANCISCO (April 2, 2012) – The University of San
Francisco (USF) today unveiled the Higher Standard Campaign, its first-ever
visibility advertising campaign focused on increasing recognition of the
university’s distinctiveness in the city of San Francisco.
The Higher Standard Campaign consists of 14 short, provocative
headlines that emphasize USF’s commitment to academic excellence, service, and
a passion for justice, as well as its deep ties to the city of San Francisco. Black
and white photos taken around the city of San Francisco will serve as the
background to the bold headlines. The
ads will appear on the sides of buses, billboards, news racks, taxi tops,
transit shelters, and wallscapes in downtown San Francisco.
“The University of San Francisco is the city’s first university, and
it has been a vital part of this community for 157 years,” said USF President
Stephen A. Privett, S.J. “As our home city has grown into one of the
world’s most dynamic and entrepreneurial, so too have we grown with it. Our
distinct brand of Jesuit education instills a passion for justice into our
graduates, who have made their mark in San Francisco and beyond. We’ve chosen
to let our accomplishments speak for themselves, but now there are too many
great things happening at USF—it’s time to celebrate and share our stories more
publicly.”
“Both our research and anecdotal
accounts tell us that too many in our own city don’t know about the quality of
the university’s academic programs or what sets us apart from other
universities,” said David Macmillan, USF’s vice president for communications.
“These ads call attention to our high standards and our values, as well as our
special relationship with the city whose name we proudly bear. Our aim is for
San Franciscans to get this message and, going forward, to recognize our logo
and tag-line, Change the World from Here.”
USF partnered with Hub Strategy, a mid-sized independent advertising
agency in San Francisco’s Presidio, to provide the creative voice for the
campaign. To maximize exposure, the
campaign will run in April and May, with a second phase planned for September
and October—the months when the
largest number of people are outdoors.
For more information about the Higher Standard Campaign, please visit:
www.usfca.edu/HigherStandard.
About the University of
San Francisco
The
University of San Francisco is located in the heart of one of the world’s most
innovative and diverse cities and is home to a vibrant academic community of
students and faculty who achieve excellence in their fields. Its diverse
student body enjoys direct access to faculty, small classes, and outstanding
opportunities in the city itself. USF is San Francisco's first university, and
its Jesuit Catholic mission helps ignite a student’s passion for social justice
and a desire to “Change the World from Here.” For more information,
please visit www.usfca.edu.
