STRATEGIC PRIORITY 1
STEWARD, ELEVATE AND PROTECT THE UNIVERSITY OF ALABAMA BRAND.
LEGENDARY METRICS
WLAM 9.0 – INNOVATIVE TACTICS, CONSISTENT BRAND
The Where Legends Are Made 9.0 campaign, a unique blend of proven prestige and modern achievement at The University of Alabama, has surpassed 160 million impressions, the highest in its history. This initiative, with its groundbreaking experiences like the first homecoming drone light show, demonstrates how to bring award-winning innovation to an established brand campaign.
The digital strategy is particularly noteworthy, with a record-low Google campaign cost per conversion (CPC) of just $0.08, significantly under the typical range of $1 to $2. Student-driven content also played a key role, with student profile video views rising from 23.9K in 2023 to 101.9K in 2024.
The Legends.ua.edu website has seen remarkable growth, with a staggering 263% increase in sessions, a clear sign of the campaign’s potential. This year’s campaign effectively integrated traditional and digital media, bolstered by in-person brand activations, all of which fostered increased audience engagement and heightened brand visibility. Collaborative sponsorships with local high schools and events across the state reinforced community ties and brand loyalty. Overall, Where Legends Are Made 9.0 exemplifies the power of creativity, strategy and collaboration, setting a new standard for future campaigns at UA.
WEB IMPACT
TEAMWORK MAKES THE THEME WORK
The launch of UA Theme 3 has transformed our web campus community, with an average timeline from start to launch at just two months. This ease of migration has fostered excitement within our campus web community, marking a new era for UA’s digital presence and enabling us all to share stories more creatively.
INTRODUCING THE UA WEB HUB
The UA Web Hub launched in early 2024 to provide documentation and guidance for campus communicators and tech professionals. This platform serves as a comprehensive resource for UA’s web framework. Technical teams can access essential product updates and road maps, report bugs, and track progress as the web strategy team continues to develop the platform. Additionally, the Web Hub includes the UA Digital Product Language, a thorough design system for web applications and traditional software. This system enables developers from all disciplines to build an on-brand experience without questioning compliance with UA brand standards.
WELCOME UA.EDU HOME
The web strategy team unveiled a redesigned homepage that creates a seamless connection between its digital platform and the physical Randall Welcome Center, enhancing prospective students’ first impressions. The new content strategy prioritizes critical information, guiding visitors through the admissions process and campus life to aid their college decision-making.
The news section has also been updated to align with high-impact stories from news.ua.edu, ensuring visitors see the latest relevant UA news. A section focusing on new research stories also emphasizes the University’s commitment to academic innovation and excellence. Overall, this redesign aims to create an engaging and informative experience that resonates with prospective students envisioning their future at UA.
