Case Study: Study Abroad Posters
International Education Center (since 2013, the Office of Undergraduate Education
has administered study abroad through the Study Abroad Office)
Promote the center's Study Abroad programs in an interesting, unconventional way.
Encourage current UCR students to visit the International Education Center website to
learn more about each country's Study Abroad opportunities.
Initial scope of the project was 7-8 posters, each highlighting a different country
that UCR students can visit. The project was extended to include 50 posters, which
coincided with the center's 50th anniversary. Posters were marketed about 10 at a
time. Each release was driven by registration deadlines and workshop events. Project
was initiated in Fall 2011 and took one year to complete.
Branding and visual identity:
Each poster featured a vivid, yet ambiguously cropped photograph of a person, location
or element from wildlife, below the tagline "Because the world looks different when
you see it up close." Supporting text was minimized to focus attention on visuals
and peak the audience's curiosity. A second call-to-action next to a QR code read,
"See the full picture," and encouraged viewers to visit a mobile site via smart phone.
QR codes on printed materials linked to a mobile website with full-sized images of
each poster, trivia and country-specific information about Study Abroad programs,
including how to register. Center's website also featured a photo gallery of all 50
posters, promoted in a photo slider on the home page and via R'Web spotlight.
Print marketing consisted of 50 posters printed 20"x32," posted inside cases in the
Highlander Union Building. Smaller posters (11"x17", 25 copies per poster) were also
distributed and posted in partnering campus units.
"SAMC’s See the Full Picture campaign took marketing for UCR’s study abroad programs to a whole new level. The
campaign simultaneously sparked students’ curiosity and met their need for 'on demand'
information about study abroad, by integrating print pieces with our website. It was
a beautifully designed and executed campaign that got students excited to explore
Director, International Education Center