B2C Case Study
From Zero to Top of Mind
Lipscomb’s Master of Human Resources program was important and not yet known. We saw an opportunity to create a brand messaging position that would garner positive awareness and enrollments for the MHR program in the short term, while building powerful brand identity for Graduate School of Business.
We gathered market intelligence on regional and national competitors, researched business associations, spoke to HR professionals and created a comprehensive media plan using the budget guidelines including publicity, print, radio, web, mail, outdoor and more. In 6 short weeks, brand concepts, campaigns and promotions were launched featuring the breakthrough “The difference is one degree” position, highlighting Lipscomb’s high quality Graduate Programs and their new program. The campaign was immediately hi-impact and hi-response.
The entire MHR program was booked for August, and the powerful new brand was launched.
Viral Digital Campaigns
When the difference is one degree.
Lipscomb’s Graduate School of Business wanted to fill a brand new Masters Program in 3 months. They also needed to build awareness and identity for their excellent Graduate Business degrees.
This video launched the One Degree Away from Making a Difference Scholarship at the 40 under 40 event…and successfully built enrollments, awareness and generated 80,000 votes.