Overview

To support the launch and growth of Rocky Vista University’s College of Veterinary Medicine in Montana, I developed a paid media campaign designed to recruit faculty members across multiple disciplines. The campaign needed to communicate the opportunity to help build a new veterinary program while remaining flexible enough to perform across several digital advertising platforms.

The Challenge

The College of Veterinary Medicine needed to recruit 24 faculty members before October 2026. The campaign required messaging that would resonate with different candidate motivations while maintaining a consistent visual identity across numerous ad sizes and placements.

My Role

I led the creative development of the campaign, creating multiple visual concepts and adapting them for paid digital advertising.

Creative Concepts

• Building What’s Next — Focused on the opportunity to help shape the future of a new veterinary program.
• Join the Founding Faculty — Positioned candidates as founding members who could have a lasting impact on the college.
• Montana Lifestyle — Highlighted the unique quality of life and outdoor lifestyle available to prospective faculty relocating to Montana.

To support LinkedIn advertising, I also designed two platform-specific versions of the Montana Lifestyle concept, including a text-forward variation optimized for placements where stronger messaging was expected to improve performance.

Design Considerations

Throughout the project, I focused on creating a campaign system that could scale across multiple platforms while maintaining visual consistency. This included:

• Designing for a wide range of digital ad sizes and aspect ratios.
• Balancing compelling imagery with concise, accessible messaging.
• Ensuring each concept remained recognizable and on-brand regardless of placement.
• Adapting creative for platform-specific requirements without sacrificing campaign cohesion.

Outcome

The campaign supported the university’s faculty recruitment initiative, contributing to the successful achievement of its goal of recruiting 24 faculty members by October 2026. Beyond individual advertisements, the project demonstrates my ability to build cohesive campaign systems that scale across platforms while aligning with organizational branding and recruitment objectives.