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.