CASE STUDY
UCSD GPS
Revitalizing the Brand for the School of Global Policy and Strategy
4MM
Ad Impressions
1.4X Higher
CTR than benchmark
76
New Students Attributed to the Campaign
Client
UCSD GPS
Vertical
Education
Services
Programmatic Display, Search, Social, and Print
Objective
The University of California, San Diego (UCSD) partnered with AUDIENCEX to refresh the brand for its School of Global Policy and Strategy (GPS) to enhance its appeal and increase the total number of applications from prospective students. The goal was to conduct a global brand revitalization and develop an omnichannel marketing campaign to position the school as a leader in global policy education and attract a highly qualified applicant pool.
Strategy
AUDIENCEX executed a comprehensive brand audit and strategy review to identify key areas for improvement and develop a compelling new brand identity. Once the brand refresh was complete, AUDIENCEX designed and implemented a holistic, highly targeted campaign to drive awareness and applications. The campaign included:
- Digital Display Advertising: Reaching prospective students through impactful visuals across relevant platforms.
- Social Media Campaigns: Engaging target audiences where they spend the most time, with tailored messaging and creative.
- Search Advertising: Capturing high-intent prospects actively researching graduate programs.
- Print Ads: Supplementing digital efforts with strategic placements in relevant publications.
This integrated approach ensured UCSD’s message reached its target audiences through multiple touchpoints, reinforcing brand identity and driving conversions.
Tactics
- Brand Audit and Strategy Development: Conducted an in-depth review of UCSD GPS’s existing brand to identify gaps and opportunities for differentiation.
- New Positioning and Messaging Framework: Developed compelling and authentic messaging that emphasized the school’s leadership in global policy, its unique programs, and its appeal to target students.
- Audience Segmentation: Used demographic, behavioral, and geographic data to target potential students with precision, ensuring messaging resonated with the right audience.
- Cross-Channel Coordination: Ensured consistency across all platforms, creating a cohesive brand experience for prospective students.
- Performance Monitoring and Optimization: Analyzed campaign data in real-time to refine targeting and creative, maximizing ROI and exceeding performance benchmarks.
Results
The campaign achieved significant success in its first term:
- Increased Applications: Delivered a notable uptick in new applications, achieving the client’s goal of improving applicant quality and quantity.
- High Engagement Rates: Achieved a CTR 1.4x higher than the industry benchmark, reflecting strong campaign engagement.
- Expanded Campaign Reach: Based on the campaign’s success, UCSD expanded its digital presence across additional channels for the following school year.
By revitalizing UCSD’s School of Global Policy and Strategy brand and implementing an effective, data-driven marketing campaign, AUDIENCEX helped the school elevate its profile, enhance favorability, and attract top-tier students globally.