Rady School of Management
“We Are” Campaign
Brand Discovery | A/B Testing | Advertising | Email Marketing | Collateral Creation
Background
To find a new campaign concept that would advertise the ranking results including the best MBA in San Diego and top 10 U.S. business schools in entrepreneurship. Project included a brainstorm sprint, user testing and deliverables for both digital and outdoor media, email marketing drip campaign and matching collateral.
Insight
Through the brainstorm sprint we had plenty of ideas of what the student’s found valuable and decided on “we are” theme. For different markets we could fill in 3 “We are” statements that spoke to a specific audience.
Goals
- Invest resources into finding an effective messaging and visual to make the most impact of dollars spent.
- Start implementing UC San Diego brand elements to create a visual partnership.
- Focus on advertising on U.S. channels to increase domestic applications.
Having a couple of concepts from the team brainstorm session, I collaborated with the Digital Marketing Manager to go through several rounds of copy and graphic tests to see which elements were successful.
The bold type and silhouette people tested well with domestic audiences and also passed the 7-second test for our outdoor ads.
- Outdoor local billboards and bus wraps
- Full and half page ads in Bloomberg Businessweek, U.S. News & World Report (Business School Edition) and The Economist
- Digital Ads run through GoogleAds, Facebook, Bing and Facebook
Campaign Results
The CTA Rady’s digital marketing ads led to a mailing list form, capturing prospect student’s information.
- Working with the IT and Web Development team to require one selection for “Program of Interest”, which resulted in content that aligned with the 6 program target audiences.
- Designing, automation, strategy of content flow and pacing via MailChimp.
- 2019 U.S. and World Report full-page ad
Email Results
* Than the education industry standard (21.8/2.48%)
To improve brand consistency during a re-brand, campaign visual identity was the direction for prospect student-facing collateral.
- On campus pole banners
- Admissions welcome package: High-quality custom die-cut folder, a surfboard USB with “Are You Rady?” video, and a post card with an original illustration.
Brooke’s designs helped bring life to our admissions offers – bringing the professionalism of the school together with the culture and vibrancy of San Diego. She was able to take the concept we had in mind and develop it into a true work of art!
