Higher Education
Build brand equity by increasing trust and authenticity, expand reach to a more engaged audience, and positively influence the entire marketing funnel.
In the crowded landscape of higher education, UC Online faced the challenge of standing out and carving a unique identity. Traditional advertising methods in the higher education sector offered little room for creativity and differentiation. To establish brand preference and equity, UC Online recognized the need to leverage its uniqueness, longevity, reputation, and offerings to set itself apart from competitors.
The project employed various tactics across different platforms, including Google Ads for paid search, social media channels for lead generation, traffic generation, and sponsored content, as well as programmatic streaming audio, CTV, native, and rich media campaigns.
While specific KPIs varied by channel and tactic, the primary focus was on building brand awareness and affinity, with the intention that this would translate into efficiency gains across all programs and initiatives.
"You guys really get our brand!"
Assistant Vice Provost, UC Online
In a competitive landscape, creative and unique approaches are essential to stand out from the crowd.
Building brand equity is a long-term endeavor that requires consistent messaging and creative efforts.
An integrated approach across various platforms can maximize campaign effectiveness.
Monitoring brand metrics alongside performance metrics is critical for assessing the overall impact of marketing efforts.
Through this campaign, the University of Cincinnati Online not only bolstered its brand equity, it also garnered industry recognition for its creative and effective marketing approach.
