Integrated campaign
Case Study
MEWA
Metro East Web Academy (MEWA) is an online charter school. The 2020-21 school year saw record enrollment due to the global pandemic, and their concerns were that recuitment would drop off significantly post pandemic. The solution was to launch an intragrated multi-channel awareness campaign to boost the online education option to those who found a benefit to remote learning.
Team
Haley Lewis, Director
Delaney Lewis, Design
Dillon Foglio, Design
Categories
Branding
Digital Ads
Landing Pages
Print Marketing
Transit Advertising
Vehicle Graphics
Signage
Campaign Strategy
Initially tasked with developing a social media strategy, it became apparent that in order to reach enrollment goals, we needed to incorporate other media strategies to create a compehensive message and drive up enrollment.
Campaign Branding
MEWA’s existing visual brand needed a little spice to speak to the student population. By creating a companion brand for social and digital use, designing a mascot, expanding the color palette and font usage, we were able to create an vibrant and cohisive brand guide for the campaign.
MEWA moved into a new facility located in the Historic Downtown Gresham business center. Located in the center of town, the new building had high visability and foot traffic. The original sign was small, unremarkable, and virtually invisable. Branding the building was top priority to launch the awareness campaign.
Environmental Graphics
Window graphic, door signs, temporary banners, and event flags we created to highlight the new facility in the heart of downtown.
EDDM Print Collateral
Oversized postcards were printed and delivered to targeted postal routes to make sure those who were still homebound or sheltering in place were informed about MEWA enrollment options.
Digital Ads
Investing in sponsored posts on Facebook, Instagram, and Youtube, coupled with a stragetic Google Ad buy, we were able to penetrate the digital space of our target audience with a variety of consistant messages. These efforts linked to landing pages to download an appliction and schedule a call with a MEWA representative.
Transit Ads
Designing a variety of bus back and transit ads for Tri-Met gave the campaign high impact and visibilty in the East County target area. Tri-Met loved the ads so much they offered to continue running the campaign at not cost for several more months.
Bus Graphics
MEWA’s community bus was wrapped with the campaign branding and call to action/contact info to act as a rolling billboard or large sign when parked in the school parking lot.
Campaign Elements
By expanding the visual brand elements, we created a robust campaign brand that worked across several media platforms including digital, print, and environmental.
Minimal Logo Design
Consistent Messaging
Social Channels
Digital Ads
Direct Mail
Transit Media
Responsive Landing Pages
Automated Emails
Campaign Breakdown
Luanching an integrated campaign included multi channels for potential students and parents to connect with MEWA admissions.
Aligning the visual elements, such as colors, fonts, and imagery, with the essence of the brand, a cohesive and recognizable visual identity can be established.
BUILDING A VISUAL STORY
Utilizing Instagram’s advertising features, MEWA was able to effectively tell its story. Engaging Instagram Stories can provide behind-the-scenes glimpses of virtual classrooms, interviews with educators, and testimonials from satisfied students. Carousel Ads offer a visual journey, showcasing different courses, interactive learning materials, and the diverse range of subjects offered. Video content brings the MEWA experience to life, capturing the excitement of online learning, featuring student achievements, and sharing valuable educational insights.
By leveraging Instagram’s advertising capabilities, MEWA built a visual story brand that captivates the audience, establishes a strong brand identity, and fosters trust and connection with potential students and their families. Through captivating visual storytelling, MEWA communicates its unique approach to online education, showcases the benefits of their programs, and ultimately drives enrollment and success for students seeking a high-quality online learning experience.
BUILDING A VISUAL STORY
Utilizing Instagram’s advertising features, MEWA was able to effectively tell its story. Engaging Instagram Stories can provide behind-the-scenes glimpses of virtual classrooms, interviews with educators, and testimonials from satisfied students. Carousel Ads offer a visual journey, showcasing different courses, interactive learning materials, and the diverse range of subjects offered. Video content brings the MEWA experience to life, capturing the excitement of online learning, featuring student achievements, and sharing valuable educational insights.
By leveraging Instagram’s advertising capabilities, MEWA built a visual story brand that captivates the audience, establishes a strong brand identity, and fosters trust and connection with potential students and their families. Through captivating visual storytelling, MEWA communicates its unique approach to online education, showcases the benefits of their programs, and ultimately drives enrollment and success for students seeking a high-quality online learning experience.
The RESULTS
MEWA exceeded their enrollment goals and had to scramble to fill teacher positions to accomodate the additional student body. Visual awareness and brand recognition increased and conversions on sponsored digital ads, traditional transit media, and direct mail proved successful. MEWA has addopted the brand elements as their new standard and continue to see success in growth as they implement these design elements into other media.
- Conversion Rate - 90%
- Return Users - 77%
- Social Following - 85%
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