What they were up against
USC’s Marshall School of Business is a world renowned institution, however, they needed help developing a strategy to launch their online MBA program that would bridge their long-standing tradition with the technological future of online learning. This was a challenge other USC programs offering an online format were also facing.
What we did to help
Yamamoto developed a brand positioning idea that married the core insights of the master USC brand with the new age student looking for a non-traditional education. Our goal was to help prospective students see USC in a whole new light, while not losing any of the Trojan pride. We landed on “Tradition forward. Future built.” and brought that idea to life across a multi-channel digital campaign aimed to generate awareness and drive leads. We used video as a core tactic to showcase the online learning technology and present the experience to prospects in a compelling manner. With 25M+ impressions delivered and 5K+ qualified leads generated, we exceeded USC’s goals by 131% and built a pipeline of leads for future cohorts. The digital campaign was so successful that we were called on again to create additional videos for USC Dornsife Spatial Sciences Institute programs.
Work we did:
- Brand Strategy
- Design
- Creative
- Content Creation
- Testimonials
- Digital Engagement
- Analytics/Optimization
