University of Phoenix
The College of Information Systems and Technology supports students, helping them become the lifeline for technology infrastructure. Not only are they key to the workforce — they power it.
Online Video | TV | Radio
This project was initially an online video campaign. After running the data showed that the videos performed extremely well. So the brand marketers decided to run these spots on TV as well.
Internal Activations
University of Phoenix has an interesting customer journey. At the top, TV spots and awareness-backed ads give potential students overall benefits. Interested leads might immediately sign up for programs. But those are rare cases. Most leads go through an onboarding funnel that brings them to a representative. The representative meets with the leads and shares the benefits.
Enter the Internal Activation. We developed these kits as a sales tool. Reps could talk about Awareness campaigns during conversations to help convert the leads. Typically, the kits would have campaign information, but heavily relied on nitty-gritty nuggets to show how a University of Phoenix education was perfectly suited for busy lives.
