Online education is a growing sector in higher education, and OU is looking to rapidly grow its online offering to keep up with demand. The problem with online marketing is that the content typically comes off like a watered-down version of the traditional experience.
OU Online hired ICG to develop a new brand platform on which to produce a series of videos (20+ and counting) that reflected the benefits of online education. Furthermore, we used the videos as an opportunity to reflect the aspirational lifestyles (work, health, family, education) that typical online students have.
Video Series
ICG developed the campaign theme of “Go Further” to match the aspirational lifestyles of the students. Less “stressed out mom at the kitchen table trying to deal with kids and do homework at the same time.” Instead, we used examples of people going out for a job while listening to lectures, or meeting in coffee shops to review assignments. Below are some of the videos we’ve produced in the last year. We’ve produced over 20 for various degree programs within the last year.
From the Client
ICG is an amazing partner in helping create and establish our new OU Online brand. Their expertise and professionalism help create a high-quality brand that is seeing positive results immediately in the market. ICG’s ability to tailor our requests to our exact needs is a major asset to our group and has allowed us to grow at a rate faster than was ever expected.
