Washington College
Three distinct regions. Three distinct messaging strategies.
That was the goal behind a brand awareness and enrollment campaign for Washington College, located in Chestertown, MD. My digital team was targeting high school students across the country, with varying levels of awareness of the school. Some had never heard of it. Others grew up with it right in their own backyard.
Our Goal: Speak to each audience's specific pain points and primary concerns while showcasing the opportunities that await them at Washington College.
Awards:
2024 Silver Educational Advertising Awards | "Not *That* Washington" Brand Awareness Campaign
The Power of Three
After extensive research that dove into the psyche of high schoolers across these regions, we determined the messaging points that would resonate most with each segment.
From hyper-local to across the country, I crafted three messaging directions based on these personas.
What ensued was award-worthy magic.
Region 1
Honing in on the little details that produce monumental results at Maryland's premier small college.
Region 2
Sending warm welcomes to those who may be a little more locale-conscious of opportunities on the Eastern Shore.
Region 3
Filling in the gaps about *that* Washington for our friends a little further away.
Now for a Refresh
When it was time to refresh the campaign, we leaned on language our audience may already be familiar with if they previously engaged with Washington College. Inspired by the College's current "Think Beyond" campaign, we crafted a series of digital ads that applied the sentiment of what it means to Think Beyond academics, scholarships, and opportunities at Washington College.
