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Case Study
Building Brand Equity and Differentiation in Higher Education
Client
University of Cincinnati Online
Industry
Higher Education
Goals & 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.
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
23%
increased leads by
23%
exceeded lead goals BY
16%
15.6 million prospects per month
6% increase in impressions
25% increase in clicks to their website
7% increase in pages per session
Brandi Bittner, Assistant Vice Provost, UC Online
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.
ADDY AWARD
2023 Silver Addy: Online-Interactive Campaign, Cross-Platform
IAC AWARD
2023 Best University Online Campaign
us agency award
2023 Best Integrated Campaign