RASMUSSEN UNIVERSITY
Multiple Projects
Roles: Creative Director, Brand Strategist, Graphic Designer, Copywriter
Also see Rasmussen Brand Work
RASMUSSEN UNIVERSITY
Brand Campaign
Role: Creative Direction, Design and Copywriting
Production: Sequitor
Wherever You Are
Rasmussen University offers associate's, bachelor's, master's, and doctoral degrees, has 23 campuses and is online nationally.
I led the strategy and development of the 2022 'Wherever You Are' campaign to amplify Rasmussen University's brand promise. The success of this campaign was measured by the dramatic improvement in brand sentiment scores, favorable recall via in-app survey, positive focus group creative testing immediately following the launch, and a significant lift in conversions.
Project: Television and Over The Top Media Role: Creative Direction, Script Writing, Storyboards, Post
YouTube sequential storytelling ads served throughout the viewing experience: :06 Unskippable Tease > :15 Skippable Amplify > :06 Unskippable Echo
Role: Creative & Strategy Director, Scriptwriting, Storyboards
Project: Brand video cuts for social channels
RASMUSSEN UNIVERSITY
History Video
Role: Creative Direction and Scriptwriting
Production: Nicole K.
BRAND HISTORY IN MOTION
A history of transforming lives and innovating in higher education brought to life. Weaving the very essence of the distilled brand architecture pillars into a 100+ year legacy as a call to action in redefining the future.
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The brand history video was launched at the organization wide annual summit, linked to in press releases regarding the brand and name updates, placed on the homepage of the website, added to welcome email drip campaign content, and deployed and boosted on social. The KPI's for this video were click-throughs and views as measured on YouTube.
RASMUSSEN UNIVERSITY
Student Documentaries
Role: Strategy, Creative Direction and Development
Following the launch and success of the 'Wherever You Are' campaign, I developed and led the production of an alumni documentary video series. While the 'Wherever You Are' campaign delivered the reasons to believe, the documentaries further provided the social proof for reputation, which was a top concern for prospects next to support, as identified through research and focus group testing. This project was also successful as proved through viewing sessions, and direct and assisted conversions.
Documentary Trailers
Rasmussen changes how students see themselves and sends graduates out into the world with newly found, entirely earned, Unforgettable Confidence. The Student Success Story documentaries celebrate students and elevate the power of the Rasmussen experience.
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Social campaigns, paid media, and email campaign integration all lead to the website. While this was an awareness project we built in several conversion points along the way and had strong results in both brand affinity and conversions.
Full Documentaries
Documentary Socials
RASMUSSEN UNIVERSITY
Quarterly Referral Campaign
Role: Creative Direction
Designers: Andy F., Kelly M., Dave J.
Copywriters: Mari Y., Hannah M.
Referral is Rasmussen University's largest recurring campaign. It runs quarterly with a goal of convincing Rasmussen University students and alumni to refer people to the University because of their positive experiences and outcomes.
The strategy is to work within the brand framework of Every Step Lifts You—to amplify and celebrate all of the wins along a students journey and harness that momentum into referral. Each quarter a new creative execution under the consistent and campaign brand building umbrella of Be Bold is created with the goal that each campaign generate more referrals than the previous.
Campaign Landing Page: All marketing efforts lead here.
Instagram Stories
Email Automation: A 12-week email automation campaign with segmented audiences to target the right people at the right times.
Campus Monitor Slides
Campus Cafeteria Table Tents
Campus Print Flyers
More Quarterly Campaign Concept Samples
Landing Page
Postcard
Facebook Paid
Table Tents
Emails
Campus Student Portal Banner
Facebook Paid
RASMUSSEN UNIVERSITY
Social Media
Role: Creative Direction
Designers: Andy F., Kelly M., Dave J.
Copywriters: Mari Y., Hannah M.
I partnered closely with the earned social media team to develop creative strategies, write, and create social brand campaigns along with my team of writers and designers. The social team deployed creative and measured performance, reporting wins and challenges to iterate in real-time.
Feed Examples
Project: Motivational Mondays
Project: Cyber Week Campaign
Project: Social Media Guide
RASMUSSEN UNIVERSITY
Virtual Career Fair
Role: Creative Direction
Designers: Andy F., Kelly M., Dave J., Sean L.
Copywriters: Mari Y., Hannah M., Ginger H.
The Virtual Career Fair is just one great example of how a brand can show up consistently in an independent campaign effort and still allow for unique and impactful campaigns that stand on their own.
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Digital Banner
Social Posts
Campus Print Flyer
Campus Monitor Slide
RASMUSSEN UNIVERSITY
GIPHY
Role: Strategy and Creative Direction
Design: Andy F.,
Motion Design: Nicole K.
Confidence gifs for faculty and students to demonstrate support, encouragement, and celebrate achievements. Giphy has been very successful among faculty, staff, and students.
Faculty and Staff Giphy Guide
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