University of Pennsylvania
Integrated Marketing · SEO · Web
An Ivy League degree for all
The University of Pennsylvania leveled the playing field by launching an Ivy League Bachelor’s degree program. While the offering was a game-changer, the university faced the challenge of an oversaturated online program marketplace and a lack of a built-in audience.
A position within arm’s reach
What made Penn LPS Online unique is its accessibility. Audiences were understandably skeptical of the idea that an Ivy League degree could be theirs if they make the grades, so we developed a creative concept that turned their skepticism into a selling point.
A full-funnel tour de force
With our concept in place, we built and launched an integrated marketing plan to drive growth in several online degree offerings — work that included the creation of a brand-driven asset inventory, traditional and digital media planning and buying, campaign execution and management, analytics, SEO strategy, real-time reporting and the development of the program’s new website.