IDEAS Columbia Southern University (CSU) partnered with evok to develop a multi-channel campaign that would elevate brand awareness and target and drive prospective students through the conversion funnel. The campaign needed to align messaging across multiple media channels, including TV, radio, OOH, digital, and social media. The goal was to create unique marketing narratives targeting a variety of student personas that would be cohesive under one overarching theme, delivered in an authentic and genuine manner.
To achieve this goal, we developed a strategy that focused on understanding and speaking directly to CSU’s target audiences. Through persona development, evok identified four key segments: The Returning Student, The Seasoned Transfer, The Value Seeker, and The Connected Professional. Each persona had unique characteristics, needs, and challenges that informed the creative approach. The strategy was to create messaging that resonated with these audiences by addressing their pain points and highlighting CSU’s unique value proposition as a flexible, affordable, and accessible online university.
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