An economic upswing is good for just about everyone. Except for graduate schools, who historically see enrollment go down when job prospects go up. With that top of mind, GGU’s new marketing director was looking to make a big impact this year to reverse that trend. Like, Prince George’s baby kangaroo backpack big.
Uhm…yes, please! All we do is sit around waiting for clients to ask us to go big. GGU’s graduate audience is an ambitious group who are wont to react to energizing, active language that helps them envision their future impact on the world. So we readied an arsenal of powerful headlines, refreshed the design, and proceeded to make our mark on the Embarcadero BART station.
Whether you’re familiar with the GGU brand or not, know that you’re looking at a lot of firsts here. The layout and imagery are bolder and more contemporary than before. It’s the first time we’ve done location-specific ads for GGU, playing off different areas in the Bart stations. And, it’s the first time we’ve executed a programmatic campaign that calls out specific degrees.
Program-specific ads. Because the more tailored your message, the stronger you’ll resonate with your respective audiences.
But most notably, it may very well be the first time an agency has launched this many ads at one time. Knowing that volume = impact, GGU chose to flood the Bay Area with 900-odd ads. (There aren’t even that many grocery stores in San Francisco!) In addition to hitting Embarcadero and Powell BART, we placed billboards in the East Bay and posters at Walnut Creek, Lafayette, and Pleasant Hill stations. And that doesn’t include the litany of digital banners that are running. The sheer quantity of work produced is astounding – as is the amount of booze and snacks that was required to keep us alive.
But wait, there’s more! Have you seen the billboard up on Bryant Street between 3rd and 4th? Call an Uber and hightail it over, cause this is huge!
The biggest challenge was finding a Scandinavian woman tall and willing enough to stand up there for an entire month. Don’t worry, we’ll tip her well.
900 ads, a billboard, and a brand that’s more relevant to its audience. If you’re a Bay Area resident who’s even flirting with the idea of maybe, possibly considering a graduate business degree, you’ll now be thinking about GGU. Our work here is done. (We think. Unless those are the footsteps of the account team running to hand us another deliverable. Quick – to the fire escape!)