“Become a Resident Lobo” is the core message for recruiting efforts within the University of New Mexico’s Residence Life and Student Housing. This acts as a call to action to live on-campus and be a part of a community-focused environment that is open, fun, engaging, and supportive – both educationally and socially. Throughout the brochure campaign, the Student Life Marketing Department highlights said community, along with the vibrant energy of RL&SH through messaging, colors, patterns and imagery. To effectively reach the target audience, it was necessary that these elements speak to the prospective residents themselves and their guardians.

To speak to the students, the campaign utilized:

• The recognizable UNM Lobo as the main identifier — along with the school colors
• Bursts, patterns and textures to convey the spirit of the Resident Lobo
• Photographs of current residents to depict the community environment
• Eye-catching icons to depict the benefits of both on-campus life and the programs available to residents

To speak to the guardians, the campaign:

• Created strong institutional ties through the use of the UNM Lobo and school colors
• Highlighted the benefits of living on campus, such as safety, better grades, a strong support system, and more