IN EDMONTON’S CROWDED POST-SECONDARY MARKET, IT’S A CHALLENGE FOR SMALLER UNIVERSITIES TO COMPETE WITH LARGE INSTITUTIONS FOR A SPOT IN THE MINDS OF PROSPECTIVE STUDENTS.
To position CUE as an unparalleled post-secondary institution in Edmonton that offers a personalized education to prospective students.
Knowing that Gen Zers, the new wave of incoming university students, are seeking individuality we wanted to ask them – why settle for a conventional university experience when you can have one that is uniquely tailored to your needs? From this idea, we built our creative campaign, calling it “All About U”.
In our creative concept we take the letter U and use it as an illustrative tool to show differentiation and uniqueness, mirroring Gen Z students who would be interested in attending CUE.
The different Us were tied together with a distinct, bright, and exciting colour palette as well as a clear, concise tag line – “Unique to you”. The aesthetic was chosen to be approachable and to cut through the clutter, as well as to differentiate CUE from the other post-secondary institutions and their more collegiate approaches to recruitment.
With how much content Gen Zers consume, and with the constant change in trends, what is relevant today may not be relevant tomorrow. Our team was vigilant in monitoring and optimizing each platform with our many U variations to combat ad fatigue and keep things fresh.
For our target audience we knew that digital platforms, particularly social media, would be important channels to reach teens. We developed a strong paid and organic digital strategy that carries teens through the early stages of the consumer journey.
The organic strategy outlined organic engagement opportunities like takeovers and messaging matrixes that CUE could execute. The digital strategy outlined how the messages would be distributed cohesively over social platforms like Instagram, Snapchat and Facebook (including instant experience) as well as through the Google Display Network and Spotify.
Accompanying the digital strategy were two additional elements: a traditional media buy and CUE’s annual fall open house for which we created branded collateral based on the All About U creative.
The media buy covered Cineplex, transit, billboards that move every 2 weeks in different high traffic residential areas and poster placements in high schools all over Edmonton and surrounding communities.
- Digital Metrics:
- Campaign + Open House Landing Page: Combined increase of 78% for users and 559.91% for sessions
- Facebook: Increased CTR of 43% and increase of 253.66% in link clicks over 2018
- Instagram: Increase 87% in impressions and a 335.71% increase in link clicks
- On top of the outstanding web performance, all paid social efforts saw success in the right areas through continued optimization.
- Open House Metrics:
- Open House Attendance: Increased by 31% from 2018
- Day-of applications: Increased 19% from 2018
- Prospective Students: Increase of 56% from 2018