WIN MORE THROUGH THE POWER OF STORYTELLING
POST UNIVERSITY
Post University was looking to head towards its imagined future of doubling the student body – a dual audience of Online and On Campus learners. With two different demographics, and a host of competitors, how could this higher ed institution get noticed on a higher level?
BIGGEST CHALLENGES
- The higher education marketplace is extremely saturated – with more than 4,000 post-secondary schools in the United States alone.
- Content planning and distribution would need to be aligned with the entire Post marketing group – including University leadership, internal marketers, a performance-based lead generation agency, and public relations firm.
- Any strategy developed would have to reinforce the existing brand position – Post Makes It Personal.
- Created assets must drive qualitative metrics like brand perception lift, as well as quantitative figures like generated leads and enrollments.
KEY COMPONENTS
Market Research
WORX identified market opportunities and points of differentiation by conducting research of online and main campus universities on a local and national level.
Branding System
A brand platform was built by WORX to reinforce how Post Makes It Personal – the University’s tagline – and to showcase why their supportive approach is so vital to student achievement.
Original Content
WORX developed an original content series – videos, photography, stories, and advertising – with Post University students, associates, and alumni describing their successes.
Video Production
Subjects were vetted by WORX through pre-production conversations and fact-finding research, with the in-house WORX video team filming stories across the country – from farmlands in Arkansas to aerospace facilities in Connecticut.
Marketing Content Distribution
WORX developed asset distribution plans to expedite the launching of story assets across multiple communication channels – including social media, email, websites, digital advertising, billboards, and print – and to increase lead generation.
Social Media Marketing
Because each story had so many assets that were easily expandable to digital platforms – including Instagram, Facebook, X/Twitter, LinkedIn, and YouTube – content was consumed and shared by hundreds of Post University followers.
Brand Guidelines
To help the University marketing team and other agency partners apply the campaign assets to all forms of communications, WORX created an extensive brand guideline with detailed information on messaging, colors, graphics, photography, videography, UI/UX elements, and digital assets.
Website Development
A website subdomain was created to showcase success stories in conjunction with a brand-specific commentary from the University President, and lead-generating content such as program links and a contact form.
Super Bowl Brand Commercial
A unique commercial was produced by WORX and launched on Super Bowl Sunday across traditional broadcast, streaming television, Over The Top advertising, and Connected TV advertising. The spot featured no actors – only real Post University students and staff were used.
In the video shown here, go behind the scenes through to the final spot.
“These are the single best pieces our University has ever produced.”
Post University Associate
WINNING RESULTS
Inbound traffic to the website has increased 26% Year Over Year, with a 42% increase in unique visitors.
Inquiries by prospective Post University On Campus students surpassed the forecasted goal by more than 15%.
The Inquiry-to-Application Rate for On Campus students at Post University increased 11% over the previous year.
The Stories of Support original content series was honored with an American Graphic Design Award by Graphic Design USA.
The Post University “With Our Support” brand campaign won a Connecticut Art Directors Award.
The Super Bowl commercial is the most popular Post University video ever created, with nearly 12 million YouTube views.
SERVICES USED
- Marketing Strategy
- Branding
- Website Development
- Video Marketing
- Photography
- Social Media
- Advertising
- Content Marketing
- Data Analysis
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