University of Wyoming launches new phase of marketing campaign

LARAMIE, Wyo. (PRESS RELEASE) – Below is a press release from the University of Wyoming regarding the new “I Am a Cowboy” marketing campaign.

The University of Wyoming has launched the next phase of its “The World Needs More Cowboys” marketing campaign, including a new anthem video that highlights the attributes of University students, employees, alumni and supporters. UW.

The new “I’m a Cowboy” video, which can be viewed here, builds on themes from the college’s award-winning “The World Needs More Cowboys” video released in 2018. The original video – which has taken the university’s boldest asset and modernized to reflect today’s challenges – has been viewed millions of times.

“We hit a home run with the first video, which built on Wyoming’s proud heritage and redefined what it means to be a cowboy these days, distilling it down to the inner spirit of curiosity and boldness that anyone who calls themselves Cowboys and Cowgirls can identify with — no matter their race or gender, or whether they’re students, employees, alumni or other supporters,” said Chad Baldwin, Vice -UW Associate President for Marketing and Communications. “The new video is in the same spirit, highlighting an inclusive community made up of curious, courageous, authentic, optimistic, risk-taking and adventurous individuals. The pandemic has made it impossible to shoot and produce the video as planned in 2020, so we’re thrilled to finally be able to launch it now.

The new video features three members of the UW community – an undergraduate student, a graduate student and an employee – who exemplify these and other attributes.

–Nataly Beacham, a molecular biology major slated to graduate in 2023, says the original campaign video was the reason she decided to attend UW. The Georgia native, who lived in Colombia until she was 5, was accepted and was planning to attend a college on the east coast when she saw the video on social media. This caused her to change her plans and enroll in UW.

“I had never really heard of Wyoming before. Sure, I knew it was a state, but I had no connection here and never saw myself here, let alone go to school. here,” Beacham says. “I think maybe it was the music, but I felt very drawn to the images (video) shown. It made me think that there was so much to explore that I hadn’t seen and this just might give me the opportunity to do that and more. So on the same day I applied, and after receiving my acceptance about a week later, I committed to attending on the same day.

Beacham, who is minoring in neuroscience and with honors while pursuing a certificate in American Sign Language, aims to become a physician assistant. She co-chairs the UW Multicultural Council and has been active in other student organizations.

“Often when people ask me questions about my personal experience at university, I first have to share the difficulties I encountered when I arrived. Coming to Wyoming from out of state and as a person of color was uncomfortable at times due to the differences in culture and people,” Beacham says. “However, as I was able to build relationships and gain a foothold, I

realized there was a reason I was here, and gave myself space for self-reflection. I realized there were many things I could do and many opportunities I could pursue, while learning more about myself, which is more valuable in the long run.

“I would say the word ‘Cowboy’ and becoming a student has brought me some of the best people, relationships and opportunities that I’m sure wouldn’t have been presented to me otherwise,” he adds. she. “Being a Cowboy has allowed me to really think about not only who I was and am, but also who I want to be.”

— Dionté George, a sophomore in the Master of Music Performance program, came to UW after earning his bachelor’s degree from Southern Arkansas University. He describes his UW experience as “very fun, memorable and inspiring”.

Saxophonist from Paris, Texas, George decided to attend UW after a visit to southern Arkansas by UW by Professor Scott Turpen, a renowned classical and jazz saxophonist.

“When it comes to music, I always try to figure out what else is out there and how I can use it to express myself, as well as put my own creative spin on it,” says George, who recently performed with the Wyoming Symphony Orchestra. “Although I focus more on jazz, I can still participate in classical ensembles such as the wind symphony and the saxophone quartet.”

Turpen says George is particularly adept with digital recording technologies, which helps him be in tune and engaged with the undergraduates he teaches. When in-person concerts were shut down during the pandemic, George found ways to share music with others digitally.

What does the word “Cowboy” mean to him?

“When I came here, I would say hardworking and resilient,” George says. “Having attended (UW), I would also add optimist to the list.”

–Dave Denniston, UW’s head swimming and diving coach since 2017, is a Wyoming native who won three NCAA individual swimming championships at Auburn University. He was fourth in the 100-meter breaststroke and fifth in the 200-meter breaststroke at the 2004 US Olympic trials and qualified for the 2003 World Championship team, before being crippled in a sledding accident in 2005 in the Snowy Range.

He then qualified for the 2008 Paralympic Games. He received the NCAA Inspiration Award in 2007, the Christopher and Dana Reeve Inspiration Award in 2009, and the James R. Flowers Coach of the Year Award in 2012 while he was coach of the US Paralympic team.

“In a world struggling to find life balance, Laramie offers everything I could ask for. If you want strong academics, it’s here. If you like sports, it’s here. If you want friends amazing for life, they’re here. If you like to play outside…choose a direction. Laramie, for me, has it all,” says Denniston. “I rely on the people around me and the community to get me there. where I am as head coach of the swim and dive team UW reflects that trusted sense of community

more than any place I have ever lived. Being around good people who truly want the best for each other is hard to come by in this world unless you live in Laramie, Wyoming.

What does “Cowboy” mean to him?

“It means making the most of all that life throws at you. If you’re willing to work hard, face your fears, and follow a plan, you can achieve anything in life you want,” Denniston says. “Our brain is the greatest gift we receive in this world. Training it through higher education, and then using it, gives you a sense of confidence and capability that is hard to get otherwise. I suffered a spinal cord injury in 2005, but my brain and the education I received allowed me to live an amazing life and influence thousands of people.

More “I Am a Cowboy” videos are planned in the coming months, featuring people who exemplify the characteristics of the UW Cowboys and President Seidel’s Four Pillars emphasizing digital literacy, entrepreneurship, interdisciplinarity and diversity/inclusion.

“The campaign continues with the premise that a modern Cowboy can be anyone. As we always say, it’s not what you are that makes you a UW Cowboy, but who you are,” says Baldwin.

“The World Needs More Cowboys” will continue to be used in UW’s campaign, with captions including:

— “The world needs more relentless curiosity.”

— “The world needs more unyielding optimism.”

— “The world needs more outside thinkers.”

— “The world needs a bolder independence.”

— “The world needs more unyielding courage.”

— “Against the system since 1886.”

— “Epically innovative since 1886.”

— “Highly resilient since 1886.”

The new video is being used in advertising across various digital channels to reach prospective students and parents in key target market regions, as well as traditional media inside and outside of Wyoming.

“The World Needs More Cowboys” led to an increase in inquiries from potential students related to UW advertising; generated national and international media coverage estimated at $6.1 million; contributed to an increase in annual giving; and created dozens of merchandising opportunities for UW licensees and academic entities.

Click on here to watch the new video.

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