Western Governors University saw the opportunity to amplify its offering to new students during the pandemic. Through social listening, primary research, and a robust competitive analysis, we crafted a campaign that showcased the school’s unique value proposition: time. The work below is a glimpse into the strategic narrative that informed a series of well-received campaigns.

• Delivered weekly trend reports to the educational board to track rapidly evolving educational shifts throughout the pandemic

• Developed materials for primary research with new and prospective online education students to uncover key insights for the campaign platform

• Crafted, wrote, and designed a strategic brief to gain stakeholder alignment on key campaign messaging and inspire internal creative teams in the development of an anthemic campaign

• Supported creative teams with concept generation and refinement to ensure concepts were on brief and in line with consumer mindset