The Situation
KSU – The Best Kept Secret in Georgia
Although Kennesaw State University has the 3rd largest student population in Georgia, it has largely flown under the radar. Our extensive research uncovered KSU is a major economic driver and community growth developer. It was one of the first schools to offer a Masters in AI and has the state’s #1 Executive MBA program among other impressive accolades. To draw awareness to these unexpected discoveries, we created a very unexpected campaign.
What We Did:
- Graphic Design
- Copywriting
- Programmatic Display Ads
- Print Ad
- Email
- Direct Mail
- Social
- Native
- Microsite
Approach
Make an Intro by Breaking the Mold
To grab the spotlight as KSU took the big stage for the first time, we designed pieces that told the story of each accolade using attention-arresting artwork. It’s a look that’s unlike anything else in higher ed (or any industry for that matter). For copy, we wrote bold, thought-provoking headlines giving KSU a distinct voice while prompting peers to learn more.
Owl Accolades
KSU’s mission is to serve its students, many of whom are first-generation college, and communities in Georgia and around the nation. Their goal is to make an immediate impact, which is why their breakthroughs don’t stay within the walls of academia. We combed through their accomplishments and picked the most intriguing and innovative stories that made a difference in people’s lives.
Implementation
Spreading the Word
The campaign included several touchpoints, yet highly targeted to our main audience. Our display, native and social ads succinctly and effectively communicated KSU’s impact.
The executions drove to a landing page which housed all of the accolades and provided the full story.
A direct mail piece, which highlights several accolades, and a print ad in the Chronicle of Higher Education expanded the campaign outside of the digital space.
We also launched an email campaign where we shared a little more about the story behind the accolade.
Getting Results
*During the first 30 days of the campaign
