THE PROBLEM
Students know the OIC exists but misunderstand its funding and mentorship. Current outreach fails to engage underclassmen and non-business majors.
Allen Hall Advertising (AHA) is a full-service, student-run advertising agency within the University of Oregon. AHA operates like a real agency, bringing together strategists, creatives, media planners, producers, and account managers to build professional-level campaigns for real clients.
Our client this past year, the Oregon Innovation Challenge (OIC), is a student entrepreneurship program under the Lundquist College of Business that provides students with structured workshops, venture mentorship, and a pitch track for up to $10,000 in funding.
THE STRATEGY
We target underclassmen by framing the challenge as an inclusive community rather than a selective competition.
THE CREATIVE
We launched a video series interviewing past winners across diverse ages and majors. These stories highlighted how OIC transformed their businesses, proving the program is accessible to everyone.
THE OUTCOME
This positioning drove record-breaking initial signups and led to every UO school being represented in the winners' circle for the first time.
