Yours truly was browsing through the LA Business Journal which had a listing of local advertising agencies and their clients. Turns out that UCLA has an agency - Siltanen and Partners - whose webpage explains what it does for the university: [excerpt]
...While UCLA is a well-known entity, a high level of branding was in
order and this was new territory for the university. Every penny had to
count. So we took a deep dive into the data to gain a better
understanding of each target, what their media usage habits consisted
of, where they got their news and how they went about making decisions.
We formed a foundation of digital using behavioral targeting, and going
after alumni and donors while also targeting prospective students and
those who influence their decisions. Next, we focused on several key
objectives, the first of which was to help launch the re-opening of the
newly remodeled, iconic Pauley Pavilion. Then we targeted our efforts
around fundraising, and lastly, a campaign in the late spring targeting
those students who were already accepted to the university who were
making that final decision as to which school they would attend. We did
TV spots nationally and regionally in key UCLA football and basketball
games, targeted regional outdoor, general market local broadcast TV and
cable, and then worked on PR hitting them with press and live event
coverage, streaming and social push video efforts in key markets. We
also provided UCLA with other fitting opportunities that arose, such as
an in-cinema campaign for the film “42” (the story of UCLA alumni Jackie
Robinson), targeted print insertions in “Best Colleges” issues and even
congratulatory ads for Nobel Prize winner and UCLA alumni Lloyd Shapley
in The New York Times and Los Angeles Times. And per the
university’s request, we even arranged for a bit of skywriting over the
newly opened Pauley Pavilion. Wait…what? No, honestly, we really did.
Results:
• A record-breaking $512 million in donor gifts to UCLA
•Over 50 percent of total media investment in added value
• 155 percent website traffic lift
Source: http://www.siltanen.com/clients/ucla/
UCLA Health Systems apparently uses a separate agency - A Hundred Years - so-called because it claims to think ahead long term. Its website doesn't say explicitly what it does for UCLA Health Systems. But it does say:
...To us, what really matters is working with bold leaders and visionary
organizations to tackle some of the world’s biggest challenges. We’re
passionate about helping our clients uncover new perspectives, disrupt
existing assumptions and tell their stories in a way that powerfully
connects audiences to their core mission.
We bring these stories to life by leveraging design and technology to
create purpose-driven platforms, products and experiences that deliver
tangible impact and meaningful results...
Source: http://www.ahundredyears.com/about
So now you know.
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