Integrated Marketing Campaigns

BIPS (Bachelor of Integrated Professional Studies) advertising campaign

The Bachelor’s degree in Integrated Professional Studies (BIPS) Research shows that employers are looking for individuals with both depth in an area of interest and breadth to see and think from different perspectives. In response to this research, as well as conversations with local employers, UNCG developed this unique curriculum, offered fully-online. While the program is geared toward working professionals because of its flexibility, BIPS is growing in popularity among all types of students, especially individuals in rural communities.

The campaign focused key media to give prospects a new way of thinking of achieving a bachelor degree. Instead of what a student would traditionally view as a stumbling block, UNCG Online marketing wanted to turn the stumbling blocks on their head as a fresh way of thinking (ie. not being stuck, not a big sacrifice, etc) and they also wanted to ensure outcomes that were shorter to achieve.

As a new program, a larger ad budget was allocated with awareness and nurturing messaging being developed for a campaign targeting the Greensboro and Charlotte metro areas. Out-of-home digital and print boards, digital display ads, paid social media platforms, multiple Youtube ads, radio, and a separately focused nurturing direct mail multi-run campaign was created targeting non-completing students. This campaign achieved over 1,000 leads for the program managers for the Fall semester.

Out-of-home digital and print billboards

Masters in Applied Economics campaign

The MA in Applied Economics program is a traditional campaign of the type that is developed by the marketing staff in UNCG Online. This program in the Bryan School of Business of and Economics provides the student with a unique combination of economic theory, policy analysis, and data analytics skills which gives the ability to identify, understand, and solve real-world problems.

The department was challenged, with no pipeline, in recruiting students. Students currently enrolled in a certificate program became the pipeline for feeding into the master’s program. The goal of the campaign was to build awareness and grow enrollment. With a campaign targeting the Raleigh metro and Charlotte metro areas, we directed the campaign with multiple messaging with out-of-home at transit stops, digital display ads, and paid social media platforms.

As a result of the multimedia digital campaign, the Bryan School doubled their goal with twice as may prospects enrolling into a certificate program, building the pipeline as a feeder into the master’s program. UNCG Online marketing was able to acquire 13 applicants for the Spring semester.

UNCG Summer Session

Summer Session is a powerful way for students to catch up, get ahead and move their education forward. With two back-to-back sessions and a wide range of courses, credits can be completed for graduation. Students can also repair or improve their GPA, or immerse themselves in any subject.

The purpose of the advertising is to build awareness and shift the mindset and attitudes that Summer Session is an excellent way to finish on time if students are behind in their progress.

The 2016 campaign marked a change promoting the new website devoted just to Summer Session. Campaign goals were awareness and nurturing messaging to drive prospects to the site.

The results of the campaign exceeded expectations with 2-to-5% growth.