Case Study

Building Brand Equity and Differentiation in Higher Education

Client

University of Cincinnati Online

Industry

Higher Education

Goals and Objective

Build brand equity by increasing trust and authenticity, expand reach to a more engaged audience, and positively influence the entire marketing funnel.

The Challenge

In the crowded landscape of higher education, UC Online faced the challenge of standing out and carving a unique identity. Traditional advertising methods in the higher education sector offered little room for creativity and differentiation.

To establish brand preference and equity, UC Online recognized the need to leverage its uniqueness, longevity, reputation, and offerings to set itself apart from competitors.

The Solution

To address these challenges, Oodle developed a comprehensive strategy built around a long-term creative approach that would serve as the foundation for all campaign content.

This strategy centered on three distinct messaging pillars: Student, Support, and University.

This approach ensured that UCO consistently delivered content that mattered to its target audience, fostering trust and authenticity in the process.

Project Elements

The project employed various tactics across different platforms, including Google Ads for paid search, social media channels for lead generation, traffic generation, and sponsored content, as well as programmatic streaming audio, CTV, native, and rich media campaigns.
Disc Image

The Results

While specific KPIs varied by channel and tactic, the primary focus was on building brand awareness and affinity, with the intention that this would translate into efficiency gains across all programs and initiatives.

REDUCED CPL BY

%

increased leads by

%

exceeded lead goals BY

%

15.6 million prospects per month

25% increase in clicks to their website

6% increase in impressions

7% increase in pages per session

Brandi Bittner, Assistant Vice Provost, UC Online

“You guys really get our brand!”

The Takeaways

Creative Drives Differentiation

In a competitive landscape, creative and unique approaches are essential to stand out from the crowd.

Long-Term Brand Strategy

Building brand equity is a long-term endeavor that requires consistent messaging and creative efforts.

Cross-Platform Campaigns

An integrated approach across various platforms can maximize campaign effectiveness.

Tracking Brand Metrics

Monitoring brand metrics alongside performance metrics is critical for assessing the overall impact of marketing efforts.

Awards & Recognitions

Through this campaign, the University of Cincinnati Online not only bolstered its brand equity, it also garnered industry recognition for its creative and effective marketing approach.

2023 Silver Addy: Online-Interactive Campaign, Cross-Platform

Addy Award

2023 Best University Online Campaign

IAC Award

2023 Best Integrated Campaign

US Agency Award

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