Brand development and digitally-driven omni-channel campaign.
The Challenge
UBC approached us to help launch an innovative new master’s program in the emerging field of data science. The objective was to launch the program quickly and successfully to establish and build a leading presence in this fast-growing and highly sought-after field. The goal was to generate 280 qualified applications and enroll 60 students in the first two intake years.
The Solution
The key strategic insight was that the tsunami of data generated every day constitutes an unlimited opportunity for those with the skills to harness it.
Based on this insight, we developed a range of creative options that included brand creation and articulation, visual brand identity development, integrated campaign planning, web design and development, highly targeted digital advertising (search, display, remarketing, YouTube, Meta), video content creation, email marketing, printed matter and display materials.
After the initial launch, the campaign was expanded to include three short videos, recruitment email series, additional stories, and promotional support for a webinar.
The Results
A total of 586 qualified applications were received (more than double the target) and, due to the quality of the applications, 63 students were admitted in the first two intake years (three more than the original goal). This suggested that the creative and media had been well-targeted to the right prospects.
