Georgetown Capitol Campus: Raising Awareness
- Campaign strategy and creative development
- Web design
- UX
- Content strategy and development
- Technical development
Georgetown University, long associated with its historic hilltop campus, was developing a new presence in the heart of DC. With its strategic position adjacent to the nation’s decision-makers, the Capitol Campus was an important next step in the University’s evolution. But several factors had hindered effective messaging as this major project unfolded. That had to change.
A Tale of Two Campuses
Enter Digital Pulp. We had worked with Georgetown a few years earlier to relaunch their gateway site and understood what makes this elite Jesuit university so special. Our goal now was to showcase the Capitol Campus, communicate the vision behind it, and tie that vision to the Georgetown ethos and difference as we created both an awareness campaign and a microsite that unified the community around the idea of “one Georgetown.”
A Stake in the Ground
Our target audiences were diverse — from prospective Capitol Campus students, to D.C. influencers and the University community itself. Before the microsite launched, we put the campus on their radar by creating an out-of-home campaign that kicked off with high-profile signage at nearby Union Station — DC’s hub. The campaign laid claim to DC as “our town.”
The advertising campaign and microsite supported one another. Campaign lines echoed in the microsite’s homepage hero, and the candid-shot photo style, which we guided, was consistent across both. Most important, each amplified the insights we discovered during a rigorous discovery process and the messaging we developed around the Capitol Campus as an essential part of Georgetown University and the city.
Our Insights
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Georgetown Is DC.
Georgetown has been an integral part of DC for 200+ years, helping to address local challenges. With the Capitol Campus joining the Law School downtown, the University cements its commitment to the city.
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The Capitol Campus Is Georgetown
As Georgetown has grown, its capacity to solve global problems has increased. With the Capitol Campus, the University can amplify its impact by convening decision-makers, working in the community, and offering students a real-world education on their doorstep.
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Responding to Now Is In Our DNA
To have a positive impact, you must stay relevant. Georgetown has always adapted to changing times by focusing on what the world needs, while staying true to its ethos. The new campus is a case in point.
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Solving Challenges Demands Collaboration
Today’s challenges — from climate to equity — are complex and interwoven. Tackling them demands an interdisciplinary approach. The Capitol Campus is designed for collaboration across fields.
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This Is Georgetown’s Future
At Georgetown’s heart is its mission to advance the common good. From new ways of educating tomorrow’s leaders, to new ways to encourage dialogue and solve problems, the Capitol Campus is a proving ground for what’s next.
The Campaign
A Hub & Spoke Approach
As Spring 2025 approached, we extended the campaign throughout DC. Bus shelters, train stops, a video at a popular shopping and gathering spot — these were all key markets for reaching the DC audience.
We also developed a paid social strategy with digital ads that linked to the new site. Everything worked in tandem through ownable, focused messaging that communicated the idea of one university, two campuses, with DC as their common home.
This integrated campaign didn’t just meet goals—it beat benchmarks, proving that a focused, multi-channel strategy resonates and delivers results.
The Microsite
Showing Connections
It was important for the microsite to dispel a notion that had taken hold across the University as the campus project evolved: That the Capitol Campus was just a collection of buildings. Showing how the campus was intentionally designed to connect people across schools, disciplines, gathering spots, centers and residential spaces was critical.
The interdisciplinary nature of research and learning on campus and its connection with greater potential for impact was an important message to communicate all audiences.
Why Study Here?
We also wanted prospective students to understand the benefits of studying downtown: the energy on campus and off; the opportunities to intern at a government agency or Congressional office and hear a high-profile speaker between classes — these are key to the Capitol Campus experience. And because Georgetown has deep relationships with DC community organizations, experiential learning opportunities are unmatched.
We told this story largely through student voices featured in short, vertical videos. They gave the site the authenticity we’d experienced as we talked to stakeholders and explored the campus.
Success!
By pulling together two Digital Pulp teams to collaborate closely on the campaign and microsite, we were able to create a coherent communication ecosystem that successfully tells the true story of Georgetown’s Capitol Campus. Not a bunch of buildings; not a separate entity from the Hilltop campus; not a DC newbie; but a step in the evolution of a university that has long been embedded in the city it calls home.
