UCSD GPS
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Goal

The School of Global Policy and Strategy at the University of California, San Diego tasked AUDIENCEX with implementing a complete brand refresh and driving applicants for the 2016-2017 school year.

Tactics

We conducted a comprehensive brand audit and strategy review in late 2015, and worked to implement the refresh across multiple touch points, including website banners and imagery, social media platforms, print collateral, paid search, and display ads. After reviewing campaign learnings and performance, we adjusted media strategies based on these insights to drive applications through both Paid Search and Display efforts.

Results

Following the implementation of the creative refresh, the multi-channel efforts drove 76 total applications and saw strong performance from key markets across the United States. The client was pleased with the creative redesign, which continues to define the GPS brand both online and in traditional media. For the 2017-2018 school year, the recruitment efforts will continue utilizing the paid search and display channels, while expanding into paid social and native advertising to increase the reach and effectiveness of the campaign.