The Power of Will is more than a marketing campaign for Miami University.
It’s a once-in-a-generation opportunity to boldly assert a vision for leadership and purpose in a world emerging from a global pandemic. It’s our chance to show how — through our collective will — we empower the brightest minds to solve the most pressing issues of the day.
The campaign is about more than Miami, too. Much more.
The Power of Will, Miami’s newly launched brand campaign, is about community with an eye toward the future. Designed to empower and support, the Power of Will campaign tells a story of confidence, optimism, and resolve to a national audience.
“When we tell prospective students they will accomplish great things at Miami, we are saying it’s our mission to help them accomplish great things,” said Christian Ponce, Miami’s senior director of marketing and communications. “We provide the resources, opportunity, and support. They do the rest.”
Designed to be versatile, extendable, long lasting, and authentic, the Power of Will campaign officially launched in October with billboards, posters, bus shelters, and radio commercials centered in communities including Cincinnati, Chicago, Cleveland, Columbus, and New Haven, Connecticut.
Miami University President Gregory Crawford shared the campaign’s public service announcement video during his spring university update on Feb. 23 at Hall Auditorium on Miami’s Oxford campus. The PSA also aired nationally, debuting during Miami Football’s appearance in the Bahamas Bowl on Dec. 16.
“We are really focused in on … enhancing our national brand, and also expanding our multicultural footprint,” President Crawford said during the spring update.
The Power of Will concept includes multicultural marketing aimed to attract African Americans and Latinx students and families, with digital ads and radio commercials in English and Spanish.
The story of the Power of Will is told through the lens of Miami’s students – what they can accomplish and how they can help others.
“The message we are sharing is that Miami University wants to partake in your journey, but you are the author of your own story,” Ponce said. “Miami University is only the guide. Our students are the champions. Our families are the champions. We’re here to provide the learning community support system people need in order to pursue their academic dreams.”
The word “Will” has multiple meanings, from determination to drive to intent, and is meant to empower through each of those meanings. More than 15,300 participants provided feedback during the duration of concepting, including staff, faculty, current and prospective students, current and prospective parents of students, alumni, high school guidance counselors, and the general public.
“We want the Power of Will to encourage our audience and pull them in to say, ‘We are a community with shared purpose,’” said Jessica Rivinius, vice president and chief communications and marketing officer. “While we don’t all share the same experiences, we do share a similar array of emotions, fears, and hopes. The Power of Will touches on and amplifies that and comes to life for our students, faculty, and staff.”