Yale University is an American private Ivy League research university. They needed to reach out to Generation Z for universities' summer out-of-state programs. I worked as a creative director and created the look of the whole campaign. I also created the icons for different sections of the program.
Role
Design Direction
Branding
Packaging
UX Design
Client
Fisch
It started with a micro site for the campaign
Continued with the digital campaign
The Challenge
Yale Summer Session (YSS) Programs Abroad are programs led by Yale instructors for which you can earn Yale College credit. Each summer, approximately 25 programs are offered, including intensive language study and content courses taught in English. Many programs are open to both Yale and visiting students age 18 or older who have completed their first year of college. By 2017, Famous institutions needed a way to bring their offerings and messages back to the forefront.
Yale University partnered with me to manage its digital strategy and expand its media from a primarily lower lower-funnel approach to a full-funnel strategy. This new, holistic lens spans their Social, Search, and focuses on reactivating Gen Z and millennial students.
Results
Working with me allowed Yale University to effectively and efficiently reintroduce their Summer Session programs to the market through a full-funnel brand campaign that matched their target audiences to the unique selling proposition (USP) messaging deployed on each channel. By segmenting Yale University audiences and taking a holistic approach to Yale University’s paid media, I was able to amplify Yale University campaigns and ensure they catered the right message to the right audiences at each stage of the students journey. This allowed Yale University to better understand how their students are engaging with the brand and resulted in double-digit growth in revenue.
