University of Phoenix - Rebranding/Acquisition
Award-winning national integrated campaign developed for Regional Marketing and Brand initiatives for University of Phoenix
Nationwide marketing campaign designed to celebrate the new brand rollout for the University of Phoenix, communicate awareness about physical campus locations across the country as well as approach new students, faculty with a fresh, transparent and engaging communications strategy. I created and produced multiple campaigns for University of Phoenix while working with them twice, nearly four years of working with them as my client.
Our campaign featured very hyper-targeted, regionalized media buys and variable ink in printed materials—which allowed for very specific messages to be placed within each region, communicated to direct audiences.
(Campaign executions part of creative team which achieved Distinguished Honors from Rebrand 100 Global Awards.)
Copywriters: Linda Jaskol, Heidi Anderst, Gabriela Brigido | Interactive Designer: Jack Frovlov
BART station domination and revised new student acquisition strategy
S.F. Embarcadero BART station is located directly across street from UOPX learning center; the strategy was to create a disruptive environment for commuters to generate brand awareness and buzz. Meanwhile, student enrollment advisors from UOPX would be personally greeting commuters on upper transit platforms with thoughtfully-designed, informative giveaways and face-to-face engagement.
University of Phoenix - Fall Promo - Corporate/Recruitment Video
Full national DM, print ad series for Product Marketing initiatives to create programmatic awareness for UOPX.
Promotional poster mailed nationally to announce the new brand launch for University of Phoenix and generate awareness for it's 200+ campus resources located across the U.S. Variable black ink was used in printing to allow geo-targeted messaging and maps uniquely specific to recipients located in each separate zip code—to ensure a truly personal communications piece relative to each recipient.
Sets of photographic cards featuring variable black ink printing to allow geo-targeted messaging uniquely specific to recipients in separate zip codes. This promotional series yielded a 400% increase in response rate from new student inquires—vs the University's previous standard DM package mailing.
University of Phoenix Brand and Product Marketing Photography Library
Brand photography for 12 separate schools, colleges and academic segments for University of Phoenix, incorporating talent and subjects ranging from 6-year-old children in kindergarden classrooms to 60+ year old seniors, Military veterans, academic university deans.
Amanda led creative & art direction of comprehensive library shoots consisting of 8 colleges/schools and 4 branches of Military. All shoots photographed by photojournalist, documentary photographer, Doug Menuez; lead styling by Juliette Smith.
Digital System Extension:
University of Phoenix focused the majority of it's media communications spend on interactive advertising, delivering over 70 million emails annually. It was important to elevate the brand experience consistently throughout interactive display banners, landing pages and emails while also ensuring the visual solution would enable content to communicate in a scalable manner to reach: prospective students, active students, alumni, faculty, as well as business and event partners through a functional user experience which would work seamlessly across various devices from mobile to desktop.
Interactive banners
Direct mail and/or leave-behind corporate print collateral featuring information graphic design/illustration
