SUNY AG

Higher education isn't just competing against other colleges anymore. It's competing against rising costs, changing perceptions of value, and students questioning whether college is the right path at all. The opportunity isn't simply to recruit more students—it's to connect with students who may have never considered themselves "college material."

That was the thinking behind SUNY AG, a collaborative campaign between SUNY Cobleskill, SUNY Morrisville, Alfred State, and Cornell CALS. Rather than marketing four individual institutions, the campaign positioned SUNY AG as a place where students interested in agriculture, environmental science, technology, and hands-on careers could build meaningful futures. The creative platform, Bright Minds. Dirty Hands., challenged the idea that success only comes through a white-collar career and spoke directly to students who preferred learning by doing.

  • Advertising, Branding, Website

  • Agriculture-focused, out-of-state digital awareness campaign through a partnership between SUNY schools

  • Art Director, Copywriter, Creative Director, Graphic Designer, Proofreader

  • Woman holding a bunch of grapes. Next to here are the words Bright Minds, Dirty Hands. SunyAgriculture.edu. Ag in NY logo is to the right
  • Hands planting lettuce plants with Bright Minds, Dirty Hands. SunyAgriculture.edu to the left. To the right is the Ag in NY logo
  • Man holding grain in hands with bags of grain in the background. To the left are the words “Bright Minds, Healthy Hands”. To the right is the Ag in NY logo

In just 30 days, the campaign generated more than 1.8 million impressions, 6,900 clicks, and 7,200 website sessions, outperforming the previous year's campaign in several key metrics. By the campaign's conclusion, it had delivered 3.8 million impressions, more than 11,000 clicks, and over 900,000 video plays, while increasing inquiry forms by more than 50%.

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