Case Study

Medi Shiksha

Igniting change with a multi-channel campaign for education

IndustryEducation, Community

Services

Brand & Positioning Sprints
Content Creation
Motion Graphics
Campaign Marketing

The case.

San Francisco State, a major public university, needed a new, multi-channel brand campaign to generate enrolment interest — true to the lived experience of being on a city campus.

Public sector channel marketing for the long term.

Being a large public university in California, it can be difficult to attract students because they do not lack choice. Add in the post-pandemic shift and the university needed something different. The marketing team worked with us, launching off the existing brand to create the foundation for a city-wide, multi-channel campaign including TV, radio, OOH, and digital to reach students and their influencers, parents and teachers.

Brand build

From discovery to culture creation, the campaign was built in stages - each one validated before the next.

Student-led concept validation.

Leadership wanted a campaign true to the experience of being on a city campus. Extracting opinions from the target audience was key to creating a campaign for students, by the students. We worked with a team to conduct research that informed the messaging, then prototyped 5 concepts, of which the internal team — including leadership — selected their favourites. Finally, 24 students reviewed the two finalists, rotated to avoid order bias. The winner was clear.

Working within the public system.

Working with any public entity includes working with a number of stakeholders and meeting requirements. We worked both up and down the ladder, making sure our concepts and deliverables were explained to not only the marketing department but also captured in short secondary presentations shared with leadership stakeholders outside of the department.

Campaign photo + video shoot.

32+ students, 4 days of shooting, 12 locations, fabulous results. Each student's educational story is personal — and so were the stories we told.

Campaign marketing implementation and rollout.

Each featured student story drove from multiple channels to a campaign landing page that intakes leads. From webpages to social media, TV and radio commercials, to bus sides and pole banners, each of the featured students can be seen around the city in advertising that surrounds you today. After the successful launch, we created tools and assets so internal teams could continue rolling out the campaign for the next few years.

Brand consistency gained with long term campaigns.

The value of a long term brand campaign can be measured by engagement, conversions like enrolment, and public mentions. The project has solidified the university's reputation as one of the most diverse campuses in the country.