LU launches “See for Yourself” campaign

As Lamar University embraces its next century, visible changes are taking shape across campus and throughout southeast Texas, reflected in the launch of its "See for Yourself" marketing campaign.

The "See for Yourself" campaign, which officially debuted on Aug. 19, marks a significant shift from Lamar University's previous marketing efforts. This new direction is the result of an extensive and collaborative development process, involving months of input and feedback from multiple interest groups, including alumni, faculty, staff, and both current and prospective students.

"We spent hours doing this, and we did it multiple times with a variety of people, just to gather as much information as we could," LU's Director of Marketing Communications Rene Latiolais said. "In the marketing department, we think we know what people are saying and thinking about us, but the truth is, we don't really know. That was our chance to find out. We collected all that data and information, and then we started having brainstorming sessions about what it should look like. Everyone in the department had ideas-'What about this?' or 'How about that?'-and it just kind of evolved."

This thorough and collaborative approach laid the foundation for the campaign's evolution. Once all the feedback was gathered, the creative team began refining the concept to ensure it truly captured the essence of Lamar University.

"Before finalizing 'See for Yourself,' our team explored numerous versions to ensure it represented the university authentically," LU's Associate Director of Creative Services Amanda Toups said. "We tested various designs and gathered feedback from focus groups comprising faculty, staff, alumni, and students. This collaborative approach was integral to our final decision."

Latiolais emphasized that this process was not about altering the narrative of Lamar University, but rather evolving it.

"As we move forward into our next century, we're not just reflecting on our past 100 years; we're also reshaping how people perceive our institution," she said.

Latiolais's words highlighted a clear strategy: building on Lamar University's legacy while ensuring its relevance in a rapidly changing world.

"At the end of the day, visibility is everything. If people don't know who you are, you can't increase student enrollment," she said. "We invest heavily in SEO research and our online presence because, for many students, especially international ones, the web is their first-and sometimes only-introduction to Lamar University. When you're sitting in Germany, how else are you going to learn about us? That's why maintaining a strong digital footprint is crucial. Social media and targeted ads play a big role in building our brand. Without that recognition across digital platforms, no university could thrive."

Latiolais also highlighted the key words central to the campaign: Value, Excellence, Community, and Opportunity. "These words are more than just slogans; they reflect our guiding principles and align with the university's strategic plan," she said.

Once the process concluded, the creative elements of the campaign took center stage.

The "See for Yourself" campaign features a comic book-style design, a significant departure from the university's previous aesthetics. This bold visual identity was crafted to offer a fresh, modern look that stands out from anything Lamar has done before.

"We wanted something distinctly different from our previous campaign, 'Your Moment is Here,'" Toups explained. "This new look incorporates a variety of illustration styles that engage students visually and offer a new perspective."

The creative approach is designed to connect students with the university in a more personal way. "We used a comic book-style design as a creative slate for students to see themselves in the campaign," Toups said. "On our light pole banners, we've even highlighted key areas on campus that students can literally see and visit, reinforcing the connection between the visuals and their real-world experience at Lamar."

Bringing the campaign to fruition required significant effort, especially given the project was handled entirely in-house. "This was an in-house project, and while nothing went wrong, the challenge was balancing this extensive work with our usual responsibilities. It was essentially like taking on a whole other job over the past nine months," Latiolais acknowledged.

The "See for Yourself" campaign represents Lamar University's commitment to evolving its image while staying true to its core values, aiming to offer a revitalized and engaging experience for its community.

Want to learn more about life at LU? See for yourself at www.lamar.edu.

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