Study Abroad at UCO! Student-Centered Marketing Campaign
The University of Central Oklahoma has an excellent study abroad program which is coordinated by their Centre for Global Competency. This year we are taking a new approach to increase student interest in studying abroad through UCO. We chose to use UCO students to tell the story of their study abroad experience. We also re-evaluated the reasons why students should study abroad and used surveys to determine what the benefits of studying abroad were. This what they thought:
- Best way to learn a foreign language
- Enhance the value of your degree
- Best Opportunity for Travel Instead of visiting for a few days, you’ll be able to live there for months
- Cultural Emersion
- Develop skills beyond the classroom – new strengths and abilities, conquer new challenges, solve new problems
- Make friends around the world
- Learn about yourself
- Expand your worldview
- Enhance employment opportunities
- Break your academic routine
- Unforgettable Experience
- Financial Aid can be applied to studying abroad
We wanted to engage the students visually, so rather than add too much text to the design, we decided to focus on only a few of these point
s to demonstrate the importance of the experience. Each marketing piece is specific to a country of interest, however the footer features a list of other countries that students may visit which include: France, Mexico, Taiwan, Spain and Switzerland. This allows us to highlight a particular study abroad experience while simultaneously creating awareness of the other
options available.
The advertisements met the message criteria for the 5 steps of decision making that prompt action according to marketing genius Dan Kennedy. Each ad
- Creates awareness of need: Need to be culutured, enhance learning experience, etc…
- Offers option to fulfill the need: Studying Abroad
- Offers specific source for need fullfillment: UCO Study Abroad Program
- Offers price/value argument: You can use financial aid and scholarships are available.
- Asks for action now: Enroll Today!
For more information about studying abroad, please visit UCO’s Centre for Global Competency website.
