Pushing Brand Standards with a Trusted Partnership
In 2017, Columbia University’s Master’s Program in Climate and Society reached out to Up&Up for marketing support to increase enrollment. After five years of successful partnership, Columbia wanted to push the envelope by introducing new creative into the market that challenged the status quo.
RESEARCH & INSIGHTS
- CAMPAIGN MANAGEMENT
- AD PLACEMENT
The Goal: Refresh Columbia’s digital campaign with compelling strategy, messaging, and design to…
In year five of partnership, we found an opportunity
to turn platform data into a segmentation strategy
for more purposeful messaging and more powerful
outcomes. We also recommended combining
campaign data with admissions results to gain a
better understanding of where our most pressing
Develop an attention-grabbing creative direction that works within the established standards of a reputable brand.
Highlight Columbia Climate School’s immersive and interdisciplinary Ivy League experience, establishing it as the place to be for climate studies.
Balancing Logic and Emotion
Leaning on years of data and insight gathering, we aimed to show that Columbia Climate School is the place where real-work experiences and real-world curriculum combine to give students the opportunity to solve the world’s biggest climate challenges.
Turning Industry Insights into Strategy
In our fifth year of partnership, we found an opportunity to turn platform data into a segmentation strategy for more purposeful messaging and more powerful outcomes.
/Digital Marketing Strategy
Pinpointing Industry and Institution Overlap
We also recommended combining campaign data with admissions results to gain a better understanding of where our most pressing opportunities are to map out our media planning and digital marketing strategy..
Capturing the Movement
Research shows that Gen Z’s optimism for our environment’s future is eroding. Yet, they find purpose in protection and feel that more should be done to combat climate change. They’re seeking a call to arms and an avenue to take action for real results—something that Columbia Climate School can provide.
Commanding Attention and Driving Engagement
The bold new look and design spoke directly to our audience segments, leading to a drastic increase in conversions and ad impressions.
Conversions in 6 months
Cost Per Action