It’s been two years since a UHD commercial hit the small screen. In fact, it was the first commercial that premiered the University’s new branding campaign—Determined. Dedicated. Downtown.

Before the magic of creation happens, the Division of Advancement and University Relations went straight to the source—students, faculty, and staff—through in-person focus groups and an assessment survey that garnered more than 80 responses. What they learned from surveyed participants:

• 62% said the commercial would help prospective students choose UHD as their first choice;
• 87% felt it was excellent or good for alignment with UHD’s mission and vision;
• 91% believed the commercial helped UHD’s recognition in the community; and
•  77% indicated that the commercial made them feel positive about UHD.

The challenge was to create a 30-second commercial that focused on first-time-in-college students, particularly in the 18-25 age group. “To develop the style of this commercial, we researched viewing styles of this targeted age group,” said Craig Loper, Manager of Videography at UHD. What did you learn? “We learned that they don’t like to be advertised to. They want to be entertained with fast-paced, quick-cut programming that feels good.”

“It was important that the point of view for this commercial highlighted the student experience,” said Laura Waits, Executive Director of Marketing at UHD. “We showed a day in the life of one of our students through deliberate imagery that sets the stage of the significance of our location in Downtown Houston and how we are anchored to the city.”

Mitchell Loper, UHD Manager of Photography and Multimedia, added, “We wanted to show as much of Downtown as we could. UHD is a non-traditional student university. We have a unique advantage being in the fourth-largest city in the country, and the opportunities are endless because we are downtown.”

Toye Simmons, Director of Marketing at UHD, agreed, “We wanted to highlight student life on campus that included activities as well as academics while capturing the spirit of UHD.”

The spring commercial will stream via Comcast now through June 4, 2023.

Next up? A new commercial this fall, and we want your input! Students, faculty, and staff are invited to participate in University Relations Focus Groups. Sign up today.