USC Upstate Campaign

The University of South Carolina Upstate

Insight: The University of South Carolina Upstate has been a consistent—but quiet—talent producer in the region for decades. In fact, they’re responsible for an annual $500 million impact on the state of South Carolina. But quiet wasn’t what they wanted to be.

Vision: A research survey of the region’s key movers and shakers confirmed that while many had heard about the university, no one had any opinion on their impact in the region. So, they called on us to help change that—and we lit the fire with a campaign that invited the region to look at one of its most crucial universities from a brand-new perspective.

Outcome: The multi-faceted, fact-based campaign dispelled misperceptions and re-positioned the university as a dynamic institution that offers a rich campus life and is a major contributor to the Upstate economy.