Minerva University is new and different. No lectures. No classrooms. Interactive seminars and 7 global cities in 4 years.
In developing a new brand we visited each city and interviewed the students, professors and staff to gain a full understanding of who these people are and what inspires them to take a chance with a new university. Working this way led us to create a brand based on original photography, the essence of adventure, curiosity and what it looks like to create your own path in life.
We used this approach to create uniquely interactive global campaigns, docuseries, intentionally curated events and experiences that revealed a truly layered brand journey for students, partners and future Minervans.
Our impact:
• 2.98X surge in website traffic within a mere four months of the redesigned website launch
• Elevated email open rates by 12% and event attendance by 300% by improving visual consistency, messaging, and conducting A/B testing
• Developed and executed multi-channel social media strategy, leading to 400% increase in post frequency and 20% expansion of follower base across Instagram, Facebook, TikTok, LinkedIn, Twitter, and YouTube
Increased applications by 80% in 1 year driving brand awareness and applicant engagement throughout all stages of the marketing funnel
•Three-phase advertising strategy, elevating brand recognition with over 10 million impressions and fostering 50% surge in applications.
•Led initiatives to create and update more than 150 resources and processes, empowering entire institution to attract a larger pool of applicants and represent the brand accurately in external contexts
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