Loyola Marymount University:
“In L.A. in the Best Possible Way”
Positioned LMU’s School of Film & Television to stand out in a crowded LA market to advance institutional priorities.
The Challenge
Loyola Marymount University’s School of Film & Television operates in one of the most competitive film-education markets in the world. Surrounded by nationally recognized programs and industry brands, the School needed a clear, authentic way to differentiate itself while strengthening visibility among prospective undergraduate and graduate students, families, alumni, donors, and industry partners.
Strategy
To define a compelling and credible point of distinction, I partnered with an external creative agency and campus leadership to conduct in-depth market research and stakeholder interviews, including faculty, students, alumni, and industry professionals. This work surfaced a powerful and under-leveraged differentiator: LMU’s location in Silicon Beach, where technology, media, and creative industries converge.
From this research, we developed a comprehensive brand platform that articulated the School’s unique strengths:
A small student-to-faculty ratio and personalized mentorship (small school, big launch pad)
Proximity to Silicon Beach and the entertainment industry, offering access to internships, networks, and real-world opportunities (we’ve got access)
A strong and engaged network of film creatives and alumni
Proven outcomes for graduates entering competitive creative fields
Execution
The brand platform served as the foundation for a fully integrated campaign designed to speak to multiple audiences with a consistent voice.
Campaign elements included:
A flagship print brochure anchored by the theme “In L.A. in the Best Possible Way” with corresponding inserts for stakeholders and leaders. VIEW
Video content that brought the School’s culture and outcomes to life
Digital and social media advertising targeting prospective undergraduate and graduate students
Traditional advertising placements reinforcing brand recognition and reach
We extended the platform into graduate recruitment with “Small School. Big Launch Pad.” This messaging emphasized individualized mentorship paired with strong professional outcomes, positioning LMU as an ideal launch point for emerging filmmakers and media professionals.
Results
The campaign advanced multiple institutional priorities:
Student Recruitment & Engagement
Supported undergraduate and graduate recruitment by clearly articulating the School’s value proposition to prospective students and key stakeholders
Contributed to a 50% increase in graduate applications within one year, reinforcing the effectiveness of the “Small School. Big Launch Pad” campaign
Reputation & Media Visibility
Strengthened the School’s public profile and credibility through consistent, differentiated messaging
Supported placement in top-tier and industry media outlets, including the Los Angeles Times (cover of the Calendar section), Variety, The Hollywood Reporter, and KPCC
Advancement & Fundraising Support
Enabled the School’s development team to align campaign messaging and creative materials in support of fundraising for The Howard B. Fitzpatrick Pavilion, a four-story facility combines cutting-edge educational spaces with flexible technology labs and performance venues that opened in 2021
Designed & launched comprehensive marketing campaign for SFTV graduate programs focused on brand messaging “Small School, Big Launching Pad.” Digital marketing ads, print, and NPR.
Pitched and secured LA Times Calendar cover story on LMU film students with bonus video
Hollywood Reporter Ad
Hollywood Reporter Power 100 with LMU President and SFTV Dean