Tech Pathways

The Background Story

Creating a bold brand future for Bowie State University

Recognized among other notable historically black universities, such as Howard, Spelman and Morgan, Bowie State University is on an impressive trajectory, in terms of degrees offered, rankings and enrollment. Unfortunately, as growth was being managed, a gap was created between brand perception and what was actually happening on campus. EFK Group closed that gap by creating a wholly-ownable brand position that not only upheld the University’s strategic plan, but also captured the fortitude—and attitude—that guided Bowie State University through 155 years of adversity and achievement.

Services Provided

As Agency of Record for Bowie State University, EFK worked with the university represented across many deliverables including:

  • Audio production
  • Brand planning
  • Brand research (both quantitative and qualitative)
  • Event planning
  • Photo asset library
  • Recruitment collateral
  • Video production

Success favors
the bold

Welcome to Bowie Bold. It’s not only an attitude that sweeps across the Bowie State University campus, but also the mindsets of the students who enroll. The video content created for Bowie State University also moved the judges of the Education Digital Marketing Awards, who awarded Gold honors, to the Bowie Bold anthem video and social shorts.

Marking bold geographic boundaries

Geo-targeted communications saturated target audiences in Baltimore and DC, including local broadcast and cable television, streaming video, streaming audio, paid social, programmatic display, retargeting, geo-fenced mobile, paid search and out-of-home.

Resourcing the in-house team to take the lead

While EFK Group took the lead in the development of the Bowie Bold brand, our most important role was to resource Bowie State University with assets and guidelines to take them boldly into the future. This included complete asset libraries and style guides.