Quarterly Referral Campaign
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 challenge is to create a new and engaging campaign every quarter that inspires and encourages more referrals than the previous campaign. ​
Project Task and Role
Lead designer in charge of visual direction, design development and production across deliverables.
Collaborated with copywriter, front-end developer, social media team, email automation team, creative directors and project owners.
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This project has nearly one hundred deliverables that touch all marketing channels including a dedicated landing page, email automation, printed direct mail, social media, Rasmussen's internal Student Portal digital hub, webinar/Power Point presentations, and campus support which includes monitor slides, posters, flyers, table tents, printed vouchers and games and activities.
Concept Development
The campaign theme, lockup and visual direction are refreshed quarterly to avoid audience fatigue and remain engaging quarter after quarter. While each campaign is new and unique they must still fit within overall brand look and messaging standards.
Landing Page and Analytics
All marketing assets lead back to a custom landing page, and in most cases unique URLs are used so the performance of almost every asset is tracked and measured along the way. On the fly adjustments can be made if needed, but more importantly this sets the stage for improved performance quarter after quarter.
Social Media
Sample of the full suite of assets created for Facebook, Instagram, Instagram Stories and LinkedIn.
Student Portal (Internal Student Resource Hub)
Sample of some of the assets created for Rasmussen's Student Portal hub that are posted at both the university level as well as by individual campuses for targeted messaging and key times in the campaign.
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The university level posts feature a large hero image and click to a dedicated page, while the campus posts use a thumbnail image linked to the next page.
Email Automation
A comprehensive 12 week Marketo email automation campaign with segmented audiences to target the right people at the right times.
Campus Support
Samples of some of the various print and digital assets that are shared with Rasmussen's 23 campus locations each quarter. Examples include TV monitor slides, table tents and flyers.
Results
Audiences are segmented and results are measured, tracked and tested to ensure we are targeting the correct people at the best times. This information also allows tactic to evolve from quarter to quarter for continuously improving results.
Using information learned from previous campaigns, last quarter (Q3 2022) was tested as a full quarter-long campaign and resulted in 2,368 referrals which is a 102.6% QoQ increase and a 160.2% YoY increase.