Giving Everyone a Voice
We coordinated across the 10 partner institutions to gather the best b-roll footage, stunning photography, and the most engaging faculty and students to tell the story of the importance of degrees in wood and biomaterials as our world shifts toward a focus on sustainability.
Advertising Elements
Beginning with focus groups of students from the 10 partner universities, our team built an understanding of why students choose to major in wood and biosciences-based programs. Then we created image-based and animated gifs to utilize in advertising within Google Ads. Using the graphic design elements with the wood cookies and the bright green color, we created short 15 second video ads to be used on Snapchat, Tiktok, and Google. The campaign elements ultimately led to a website.
Wood you?
We are utilizing two messaging platforms for the campaign. The first is focused on “Wood You” and encourages students to think about what they “wood” do to better the world.
Rooted In
The second campaign is focused on “Rooted In” and brings in the elements students were hitting on in the focus groups and the primary personas for each of the landing pages, including sustainability, curiosity, business, carbon conscious, and engineering.
Chopping Down Understandings
Our team kicked off the project building a deep understanding of the students who major in wood science and biomaterials (and other various program names) from partner universities across the United States. We used what we learned from faculty and students to create an initial ad set and brochure design.
Building Personas
What we found was that these students consume all of their information online but deeper than that each degree solves a difference problem with varied career potential. We wanted to create actionable items as a means to build the interest around each student's career goals or interests, so the personas and customized landing pages were born!
Customizing Content
After fleshing out the personas and the text for each group, our team drafted content and designed the landing pages that the ad designs led the students to.