FLORIDA INTERNATIONAL UNIVERSITY
FIU · Master of Arts in Global Affairs
Client
Florida International University
Scope
Video Production · Creative Direction · Paid Media · Copywriting
Vertical
Higher Education, Postgraduate Recruitment
01
The Outcome
The campaign supported FIU’s Master of Arts in Global Affairs program enrollment during a period of heightened demand for postgraduate credentials. The testimonial-driven approach, faculty providing the mission, alumni sharing their experience, positioned the program not as an academic purchase but as a career investment, a framing that continues to resonate in postgraduate recruitment.
The campaign produced a library of video assets anchored by a testimonial short featuring Dr. Shlomi Dinar, PhD (Associate Dean for Graduate Studies and Innovation), alongside program alumni. This asset, along with the “Are you ready to take on the world?” campaign-end cap, remains accessible through the BNMR GLVZ Vimeo portfolio seven years later, underscoring the durability of the creative work.
The engagement demonstrated BNMR’s ability to handle institutional clients in the higher-education vertical: Producing credible, faculty- and alumni-led video content, developing paid media strategies for professional audiences, and delivering creative that outlasts a single recruitment cycle.
02
The Insight
Postgraduate education is only as valuable as the gap it bridges between what you know and what your organization needs next.
FIU’s Master of Arts in Global Affairs wasn’t competing against other universities. It was competing against the working professional’s most guarded resource: Time.
The prospective student wasn’t looking for prestige. They were looking for proof that the investment, in time, in tuition, in career pause, would return immediately in capability, credibility, and impact. The global market had shifted: For the first time in years, there were more jobs than job seekers, and a Master’s degree was becoming a minimum requirement rather than a differentiator.
The strategic answer was not to tell them. It was to let the people who had already made the investment tell them.
This reframed the creative approach: Let the faculty provide the mission. Let the alumni share their experience. The institution’s voice would set the stage. The alumni’s voice would close the case.
BRAND PLATFORM
Are you ready to take on the world?
03
The Problem
Three things were working against the program.
The recruitment challenge couldn’t be solved by a curriculum brochure. Mid-career professionals considering a return to academia were asking a harder question than “which program?” They were asking “is it worth it?” The program needed to demonstrate relevance, not describe a syllabus. It needed to show working professionals that the value of the degree was not theoretical, it was immediate, practical, and already proven by the people who had earned it.
Globalization was reshaping organizations and communities alike. Professionals needed a way to make sense of it, and to make themselves indispensable in the process.
The Engagement Had To:
01
Move beyond institutional advertising into personal, credible testimony from program alumni
02
Position the degree as a career accelerator, not an academic credential
03
Reach working professionals where they were, geographically and contextually
04
The Solution
BNMR GLVZ designed a testimonial-driven campaign anchored in a video series featuring FIU faculty and alumni speaking directly to the program’s value, not in abstractions, but in terms of real-world capability gained and applied.
01
Video Production: A testimonial short featuring Dr. Shlomi Dinar, PhD (Associate Dean for Graduate Studies and Innovation), alongside program alumni, shot in an academic/office setting that grounded the message in institutional credibility. The format let faculty articulate the program’s mission while alumni provided the emotional and professional proof.
02
Promotional Creative: A campaign-end cap asset featuring the program’s core question: “Are you ready to take on the world?”, set against a navy-blue field with the FIU Master of Arts in Global Affairs lockup. This creative served as both a brand anchor and a call to action across paid media placements.
03
Paid Media Strategy: Geographically targeted advertising placed across educational institutions and professional environments, reaching key title holders actively pursuing career advancement. The media approach treated postgraduate recruitment as a professional audience problem, not a broad-awareness play.
04
Copywriting: All campaign copy centered on a single through-line: Globalization is reshaping organizations and communities, domestically and internationally. The Master of Arts in Global Affairs program empowers professionals with an understanding of not only globalization itself, but the most pertinent global security issues shaping the field, making a measurable difference for their organizations.
05
Launch Direction
Let the faculty provide the mission. Let the alumni share their experience.
The campaign deployed across video and paid channels with a unified approach: Institutional authority set the frame, personal testimony closed the argument.
A testimonial video anchored the campaign, featuring faculty leadership and alumni voices speaking directly to career impact, not program features. Paid media extended the campaign geographically into educational institutions and professional environments, targeting working professionals considering a return to postgraduate study. The “Are you ready to take on the world?” creative served as the campaign’s closing statement, a question that was also an invitation.
When the credential is no longer the differentiator, the proof is not in the curriculum. It’s in the careers it launched.