hoverpod ::> portfolio - northeastern university

VIEWING AREA

Campaign Overview
A lot of continuing eduction advertising focuses on "scare tactics" that messages panic instead of inspiration. My team and I created an approachable umbrella campaign that was scalable and accommodated all their programs and varying audiences. The concept,
"Open a new chapter of your career" was an aspirational positioning
designed to inspire and excite the target about the prospect of taking their career to the next level by completing a graduate certificate program. The campaign has been running for over a year with much success. The campaign extended to direct mail, email, web and floating ads (which by the way were one of the highest performers ever to run on Boston.com with an 18% click through:

Create a structure and campaign that scaled to accommodate all of the different certificate programs which ranged in area of concentration from marketing to human resources to biotechnology
To facilitate a seamless user experience from all media (print, e-mail, etc.) to the website, BaseSix created a micro site that reflected the 7 areas of concentration within the same "brand feel" as the campaign