The competition for online education programs continues to get more crowded. For the growing number of colleges and universities offering degrees and certificates online, they must differentiate. It simply isn't enough to offer convenience and flexibility. Up&Up helped The University of Georgia find what makes its online learning program unique and developed a campaign to share it with the world.
Playing to the Home crowd
Our research showed that more than 75% of online students and alumni consider themselves Bulldog fans. So early campaign concepts tapped into loyalty for the University of Georgia brand and a few traditions that only true bulldog fans could really appreciate.
A series of 30-second video spots were written to help make moms, dads, working professionals and other prospective students for the Online Learning program feel like they were a part of the UGA community.
The Best & Brightest
For many college and university online programs, courses are taught by adjunct faculty and third-party contractors. But, from the beginning, The University of Georgia made an important decision to have only faculty members teach online. Students learn from the same faculty who are teaching classes on campus, many of whom are world-renowned researchers, authors, and leading experts in their field.
Rolling it out
We built out the campaign to launch across multiple channels including digital display advertising, pay-per-click, and native sponsored ads targeted to working mothers and other prospective non-traditional online students. Because of the growing number of ad blockers on mobile, the marketing plan also included music channels and news apps.
While reaching prospective students online was the majority of the marketing plan, we also recognized the opportunity to grow awareness through more traditional advertising channels, including outdoor advertising and signage in high traffic areas such as airports.