UMUC, the nation’s largest online public university for continuing adult education needed a unique voice in the highly competitive world of online higher education. Havit was enlisted to raise their awareness and ensure consideration within an expanding audience set. They also stressed the importance of advancing the production quality of their broadcast and video assets, and to help them maintain their position as pioneers of online learning.
Armed with rich data and insights about their student population segments, we broadened brand appeal by targeting prospective adult students with messaging centered around how the university was built around their unique needs and desired outcomes.
We hit the books ourselves to differentiate the brand. After thorough qualitative and quantitative research and testing, we arrived at Made For You – a multiplatform campaign that directly acknowledged the hectic lifestyles of prospective adult students and educated them on the university’s many student-centered benefits. This allowed us to elevate the brand beyond an award-winning university that gets you where you want to go. It is one that is Made For You today, and for the person you want to be tomorrow.
We were able to evolve consumer perception and differentiate the brand. The campaign is now entering its third year and continues to fuel the university’s student acquisition engine, having helped lower the cost of new student acquisition by double digits. We’ve since helped UMUC become UMGC, with a very successful name change campaign. What is a University College anyway? And are actively helping them navigate the ever-changing world of Covid19. Pulling off broadcast shoots during a shutdown is a story we’d love to share with you.