As part of a complete re-branding effort an awareness campaign was created to establish the Excelsior College brand and it’s mission to enable success through the power of potential. Leveraging this brand foundation, we established communications and creative platform of Excelsior Works as an umbrella to the Potential Realized tagline. It was decided to beta test this in the Washington DC market to support Excelsior’s DC Center and measure the effectiveness of the campaign. With a limited budget we focused on primarily transit, out of home, geo targeted digital and broadcast. In addition we localized the effort using a DC URL and local phone number.