What they were up against
Universal Technical Institute (UTI) needed to create and execute strategic marketing initiatives to make their efforts more effective as well as upgrade their brand. And because UTI’s business model was changing, the new work also needed to be a hybrid of branding and direct response. They were looking for an easily recognizable creative campaign to brand themselves as the industry’s choice, generate high quality leads and distinguish UTI against the competition.
What we did to help
Yamamoto helped UTI find their spirit and define their voice to generate high quality leads and stand out as an elite program. The DR campaign (DRTV, print, digital, radio and OOH) centered around real stories from hard-hitting spokesmen, including real UTI students, instructors and employers. With the goal to make UTI the best choice for students who knew what they were good at, but needed the direction, motivation and incentive to take the next step, our direct approach helped identify the kind of students who would succeed at UTI and challenged them, ultimately delivering the highest performing DR campaign in the school’s history. By increasing response by 50%, our campaign served as the control for subsequent lead generation efforts.
Work we did:
- Brand Strategy
- Identity
- Messaging
- Experiential/Environmental
- Design
- Creative
- Content Creation
- Testimonials
- Digital Engagement
Video
Video
Video
