Situation: The nation’s first fully-online public university needed to revamp its brand and better claim its position as the innovative, student-centered, top-ranked university in online education.
Solution: CSU Global’s new We Go There brand delivers a clear and direct promise on what students can expect—accredited, career-focused, all-online degrees that meet them where they are. This brand leverages CSU Global’s comprehensive on-demand student support services and empowers students to go for their goals. The design is inspired by common user interface shapes and high-tech aesthetics to make it feel modern, familiar, and smooth. It comes together to make a friction-free brand experience for an adult learner audience that often needs some reassurance.
Results: The work was launched in a national media campaign that included a prime-time TV spot.
- +7% increase in responses for ‘extremely likely’ to request info on CSU Global for those who viewed the new creative
- +11.5% increase in prospect responses for ‘very much’ seeing themselves reflected in the new ad creative
- +38% better than industry benchmarks for overall appeal to prospects
- Best in Show awarded to the "We Go There" TV spot by the Educational Advertising Awards
What we did: Qualitative research, brand platform development, advertising campaign development, messaging guidelines, social media content, website reskin, TV spot, and rollout planning and support.