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Washington College marketing campaign with Buzzfeed wins international awards

My Eastern Shore

June 19, 2018


The college relations and marketing team at Washington College has won two Awards of Distinction in the 24th annual Communicator Awards for its collaborative campaign with BuzzFeed to increase awareness among college-bound teens.

According to a news release, the Communicator Awards is “the largest and most competitive awards program honoring creative excellence for communications professionals.”

The release states, Washington College earned awards of distinction in marketing effectiveness for content marketing, and in digital and online advertising and marketing for its native advertising through the BuzzFeed campaign.

Other winners included Acura, Fiat Chrysler Jeep, Whirlpool, Bank of America, Citi, FedEx and Pepsi.

The international competition is judged by the Academy of Interactive and Visual Arts, a group of 600 professionals in media, advertising and marketing, including Starbucks, Condé Nast, Time Inc., Yahoo! and Disney.

According to the release, this is the first time Washington College has campaigned with BuzzFeed, an independent digital media company aimed at 13- to 17-year-olds.

“The goal was to reach high school students when they are most engaged — on their phones and on social media —with relatable sponsored content they care about to engage and share with their friends on Facebook, Snapchat and Instagram,” said Rolando Irizarry, Washington College vice president of communications and marketing. “The native content we strategically created within the BuzzFeed format authentically speaks to the unique values of Washington College and shares the college life experience while living on the Eastern Shore and in Chestertown. By doing this, we were able to generate mass awareness, spark interest and drive students to look into Washington College as an option.”