Integrated Ad Campaign
January 29th, 2021
Prepared For: Judges of the Internet Advertising Competition
Prepared By: Oodle
To expand the reach of existing program-level advertising we developed a higher-funnel targeted brand campaign for the University of Cincinnati Online. While UC Online’s program offerings are tailored for all degree seekers, we specifically chose to target those that may be interested in furthering their education and expanding on an existing degree.
To do this Oodle developed the “Evolve” campaign. Word choice was very important as we wanted to put a positive connotation on the idea of change and improving one’s self. While simultaneously making it feel attainable.
After only a few months of being live the brand campaign became the #1 first touch lead driver for UC Online.
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The banner creative for the campaign was specifically designed to show the connection between faculty and students, while highlighting the flexibility of schedule and participation. Additionally we wanted to remind users that, while it’s an online degree, the University of Cincinnati is a well established brick and mortar university.
One of the tactics we chose to utilize in this higher funnel campaign was programmatic video. The purpose of the video was to quickly highlight the benefits of UC Online, while drawing attention to the impact COVID was having (though not specifically naming it).
UC Online students connect with nationally recognized faculty and engage with an active community of students and alumni.
Education that Keeps You Connected
Evolving education for a changing world.
As the campaign continued and COVID showed no signs of going away, we took the opportunity to evolve our own campaign, to focus on the continued investment by UCO in improving education for the current state of the world, and the future.
