The Online Learning marketing team at the University of Louisville (UofL) won the Silver Award (highest bestowed) in the Crisis Management marketing campaign category for 2021, with the “Thrive” broadcast commercial spot production that had to be completed virtually due to the pandemic.
The UPCEA marketing award recognized our team’s creativity based on available resources, ability to pivot strategically, and flexibility in implementation of new marketing plans during the pandemic. UofL Online won the highest distinction in this category, sharing the spotlight with other schools/units at Ryerson University, Berklee Online, University of Denver, and University of Toronto.
THE PIVOT
When UofL Online Learning marketing team initially started planning the FY21 commercial, we were under the hopeful impression that the world would be back to “normal” by the time we moved into production in the second half of 2020, early 2021.
As October 2020 rolled around, the team realized that hope was unfortunately fading and that we would need to re-evaluate our plan to create a new broadcast TV spot. We had a few key items to consider as we made this decision – we needed market research for past concepts and a new approach to completing the project in the restriction-loaded COVID-world.
We had to pivot from full on-site production done in the past to a virtual approach that allowed us to create an impactful TV campaign that met the following goals:
1. Feature messaging that resonates with future online students
2. Show the excellence of UofL Online education without professional video production
3. Keep our team and production crew safe while creating a visual that is authentic
We moved forward with producing a new commercial campaign that features all virtual interviews done in the safety of the student’s own home or environment, and uses animated scenes.
THE MESSAGE
We developed messaging that aligned with insights from our market research, written in a way that didn’t ignore the pandemic, but also didn’t remind viewers of the continuing situation in an overtly direct fashion, as research showed that pandemic fatigue was growing to an extreme at the end of 2020, early 2021 (as we all very well know!).
We interviewed students virtually — in the same environment they have been learning for the past months — capturing their unique stories and authentic input on their experience, and pieced together a creative concept that reflected their genuine and heartfelt responses.
UofL online students – enrolled in programs including business, engineering and public health, social work and organizational leadership & learning – shared how the University of Louisville helped them overcome hesitations and barriers to pursue education without deprioritizing the things that matter most in life.
The interviews resulted in a :30 spot called “Thrive” – a word that highlights the perseverance of online students as well as the value that online programs deliver to students: empowering them to achieve their goals without sacrificing their other priorities, both within and outside of our current global crisis.
THE CAMPAIGN
Our “Thrive” concept extended beyond the TV placement, with a key message “We Thrive Together” reflected in various creative and campaigns, marketing and promotional assets traversing all channels, from overall branding to web banner ads, website and social platforms’ look and feel.
AWARD CRITERIA
The award scoring rubric evaluated the “Thrive” campaign based on the following criteria:
• The concept is well integrated into the overall marketing approach and obviously supports the marketing message.
• Creativity is demonstrated across the marketing message based on the allocated market spend.
• The marketing message is very clear, concise, and represents a cohesive idea.
• The necessary information is being communicated easily.
• The pivot in marketing approach showed measurable impact and met the outlined objectives.
Our goal was to help future students identify themselves and their situation with the stories of those who participated in the production of this unique commercial spot, and get the inspiration and motivation to pursue their dreams and aspirations toward a brighter future, more fulfilling career and better life. We also wanted to give out students a platform and opportunity to share the great work the University of Louisville does through Online Learning to create a community of learners where we thrive together and support each other, and where each student can grow and succeed.
Thus far we have received all-around positive feedback that confirms our assumptions and shows us that we have accomplished our goal.
We hope that you enjoy watching our quick TV commercial spot “Thrive” and get inspired to encourage someone, or set bolder goals for yourself this year and take the steps necessary to reach them. To see online education options available for you at UofL, visit louisville.edu/online.
