What is a yield campaign?

Yield campaigns are all about bringing prospective students to the finish line, completing more things on their admissions checklist to increase their chances of attending class in the fall.

This campaign ran for eight weeks.

What we accomplished

I completed the landing page and the strategy alongside our executive director of marketing, while our creative team produced assets for a paid Meta campaign and a Google Performance Max campaign.

The feeling

We wanted to differentiate this from our main brand with a more playful look. The doodles changed depending on the theme of the ad and also appeared in our video content. The paper tears and texture from our graphic designer, Charlie, brought us into a more Gen Z feeling. Universities can feel old and stuffy, we wanted to feel fresh.

The impact

The lighthearted approach also landed well with internal stakeholders. Showcasing real students on campus doing the things they loved doing spoke to the heart of the institution.