University of San Diego Online: Brand Campaign
Project Type: Brand Campaign
Services: Brand Development, Concepting, Campaign Development, Creative Direction, Art Development, Copywriting, Production
Description: Building off our successful work using Meta, Reddit, search, and display ads to drive interest and enrollments in USD Online’s continuing education courses, our client asked us to go bigger! Our mission: Develop a brand-level out-of-home campaign to raise awareness of the school’s online offerings in key geographical areas around the University.
We worked within the University’s existing style guide to develop three possible visual and copy directions that would resonate with our target audience of mid-level professionals. Ultimately, we landed on this clean, bold design with a powerful call-to-action headline.
In addition to billboards along the Pacific Highway and near the USD campus, we also ran digital OOH placements in buildings and businesses around corporate offices that employed our target learners. In those placements, we used animation to play with our headline and grab attention by swapping in specific career areas.
While in non-animated placements, we added a straightforward CTA that mentioned USD Online’s programs by name.
