choose your path
Creating a comprehensive campaign that connects prospective
business graduate students to their future.
Challenge
The GW School of Business at George Washington University offers students the chance to learn from the field’s top experts while making meaningful connections in a city where career opportunities abound. Other elite business institutions, however, can make similar claims. GW needed a campaign that could unlock and powerfully communicate this concept, applying it in such a way that prospective students from around the world could take one look at our creative and say, “this is the program I’m looking for.”
Solution
We began our work with copious and intensive research including a competitive audit and a deep dive into the behaviors of our target audience. Then, we translated these discovery activities into visual and messaging concepts, creating the building blocks for multiple different potential campaigns. Finally, these potential campaigns were vetted via focus group, where new insights were revealed that pointed us in the direction of our final product.
Results
“Choose Your Path” is the ultimate expression of perhaps the most valuable offering GW brings to the table: the ability to build a unique degree and complete it on your own terms. With eye-catching photography and design work, our visual storytelling communicated the sense of possibility and optimism felt by GW students, and our messaging clearly and effectively brought the perks of “flexibility meets customization” to life. The client was thrilled, and the impact of our work was felt everywhere on campus, including the admissions office.
