About Syracuse University
S.I. Newhouse School of Public Communications – Master of Arts Program
Positioning a Top-Tier Communications Graduate Program
for Sustained Enrollment
Maxwell School – International Study Degree Program
Reimagining Academic Marketing Through Bold,
Human-Centered Visual Storytelling
Industry: Higher Education
Business Stage: Expansion / University Programs
Master of Arts Results
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Maintained high enrollment in a highly competitive graduate communications market.
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Elevated national awareness of the program’s academic rigor and industry connectivity.
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Reinforced perception of Newhouse as a premier institution through renowned faculty of Illustrators, Advertising Creatives and student storytelling.
The advertising campaign leaned into faculty, including Gary Kelley, creator of the Barnes & Noble Literary Mural
Challenge
Master of Arts
The Master of Arts program required sustained visibility among highly qualified prospective students.
Competition from other nationally ranked schools required clear differentiation rooted in faculty excellence, real-world immersion, and career outcomes.
Solution
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Developed narrative-driven campaigns spotlighting faculty thought leadership and student success stories.
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Designed national advertising and direct marketing initiatives targeting motivated undergraduates and working professionals.
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Leveraged visual storytelling and program-specific messaging to reflect both prestige and accessibility.
Distinguishing Insight
The Newhouse M.A. campaign demonstrates how strategic storytelling and disciplined positioning protect and enhance enrollment for elite academic programs, reinforcing prestige while attracting the right candidates.
Promotional Brochure featuring students and faculty
including C.F. Payne, Maria Grillo, Lucy Sisman, Gary Kelley, Lou Dorfsman, Kinuko Craft,
and Amil Gargano
Murray Tinkelman, SU Chair, Illustration at the Society of Illustrators in New York City
International Study Degree Program Results
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Developed a breakthrough creative campaign concept designed to elevate the program’s prestige and differentiate it nationally.
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Introduced a bold visual strategy featuring a renowned fashion photographer, bringing editorial-level artistry to academic marketing.
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Produced striking black-and-white portraits of professors and students that conveyed both intellectual authority and authentic humanity.
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Although the campaign was not fully launched, the creative platform demonstrated a differentiated and compelling direction capable of transforming perception.
International Study Degree Program
(Maxwell School)
Challenge
The International Study Degree Program required meaningful differentiation in a crowded academic field. Traditional higher education marketing — predictable campus scenes and institutional messaging — would not reflect the program’s intellectual rigor or global ambition.
The objective was twofold:
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Convey gravitas and global relevance.
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Reveal the humanity, authenticity, and accessibility of the faculty and students — making the program both aspirational and relatable.
Solution
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Repositioned the program around intellectual leadership, global citizenship, and human connection.
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Engaged a renowned fashion photographer to create dramatic, high-contrast black-and-white portraits, elevating faculty and students as thoughtful, real-world leaders rather than academic abstractions.
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Developed a narrative and visual system that blended prestige with approachability, showing individuals as globally engaged, intellectually rigorous, and deeply human.
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Designed the campaign to disrupt conventional university advertising while maintaining emotional resonance and authenticity.
Distinguishing Insight
The Maxwell concept demonstrates that true differentiation in higher education comes from combining creative courage with human authenticity.
By merging editorial-level visual sophistication with relatable storytelling, the work elevated academic marketing beyond convention — positioning faculty and students not only as experts, but as real, compelling individuals shaping the world
Robert Tripiciano was an award-winning New York fashion photographer.
He had incredible credentials working in NY, Miami and Milan. Although he did not need this assignment, he was inspired by the creative brief.
Bobs' warm personality melted away any apprehension faculty and students had.
The visuals spoke volumes about the individuals that made up the Maxwell School.
This page is dedicated to Robert Tripiciano.