Virginia Tech Innovation Campus

Virginia Tech, a university known for its commitment to innovation, expanded its footprint by launching an Innovation Campus in Washington D.C. In anticipation of its opening, it needed to differentiate itself from other universities and programs in the area, attract top students to enroll, and define its unique position as a new campus for a well-known university.

My team at Sullivan was tasked with creating the positioning and a recruitment campaign that would excite and attract students to Virginia Tech’s Innovation Campus. The goal was to differentiate the campus from other tech-focused graduate programs and establish its appeal as a top destination for students eager to dive into hands-on work and connect with leading tech companies, policymakers, and institutions.

We began with primary and secondary research, aiming to understand the unique mindset of computer engineering and computer science students who would be drawn to the Innovation Campus. These students were looking for a graduate experience that went beyond the classroom, one that offered diverse peers with a shared drive, hands-on opportunities from day one, and strong connections to the tech industry. We framed the Innovation Campus as "The Center of Next," positioning it as a launchpad where students could be at the forefront of the tech revolution, engaging with national institutions, policymakers, and industry leaders in a global city.

We then brought this concept to life through a comprehensive campaign, which included advertising and marketing activations, and a visual identity that balanced Virginia Tech's institutional roots with the dynamic energy of the tech corridor in Washington D.C. The campaign channeled the influence of America’s political nexus and the innovation happening in the tech space, making Virginia Tech’s Innovation Campus the place for students to be at the heart of the next big wave of technology.

The recruitment campaign generated significant excitement and positioned Virginia Tech’s Innovation Campus as a premier choice for students seeking to lead the next wave of technological advancements. With a clear message and engaging visuals, the campaign connected with the target audience, helping Virginia Tech successfully attract the right students for their cutting-edge program in Washington D.C.

Client: Virginia Tech Innovation Campus

Role: Sullivan, Brand Strategy Group Director

Project: Research Design, Brand Positioning, Campaign Concept and Strategy, Activation through Marketing Materials