EDUCATION SOLUTIONS

Connecting local leaders to graduate programs designed for future success.

University of the Pacific

3fold Education Graduate Program Marketing Image

Overview

How do you re-introduce an almost 100-year-old local institution as a modern embodiment of its out-of-region parent university’s reputation for innovation? You keep it simple.

University of the Pacific Logo

When a well-known, local law school expanded its educational offerings, they needed to re-introduce themselves to their community and capture the attention of a new crop of graduate students. 3fold helped make this introduction.

The University of the Pacific’s McGeorge School of Law had been producing high-quality graduates in the Sacramento region since 1924. Although the school had enjoyed a long, proud history in the region and experienced good name recognition among legal circles, the introduction of a number of new programs created a challenge when it came to connecting with new audiences and student populations.

The University came to 3fold for help in raising awareness about the Sacramento campus beyond its law school programs and for boosting applications for its newly-introduced programs.

3fold Education Graduate Program Marketing Image

In order to create an insightful strategy, we first needed insight. 3fold went to the source: the UOP team. We were then able to use our learning to shape a strategy that served both their recognition and enrollment challenges.

We identified two essential elements for the approach:

1. Focus on the strengths. In this case, the University of the Pacific brand, which enjoys a stellar reputation statewide, even if its connection to the local Sacramento community was less obvious.

2. Keep it simple. Our research revealed key audiences needed messaging that was to-the-point and actionable from quick impressions. In short, the campaign needed to be noticed, not subtle.

The Campaign

3fold launched a campaign aptly titled, “University of the Pacific is in Sacramento.” With the brand’s bright orange used for messaging on top of black backgrounds, designs were bold and noticeable no matter the medium.

The campaign rolled out using digital, social media, and traditional advertising. This also included developing a lead-capture landing page and customized, Buzzfeed-style social media quizzes designed for easy sharing. Additionally, in order to strengthen the University’s ties to the Sacramento community, we produced a number of event activations at popular, local lifestyle events, including local art shows, farmers markets, festivals, and parades.

3fold Education Graduate Program Marketing Image

The Results:

Beyond the more than 5.5 million impressions and nearly 300 qualified leads generated by the four-month campaign, additional key outcomes included:

  • Increasing awareness of UOP’s Sacramento campus and its programs.

  • Distinguishing the University of the Pacific as an educational leader in Sacramento with its role as an umbrella brand over its more locally known McGeorge School of Law.

  • Unifying marketing efforts for all Sacramento campus graduate programs, leading to economies of scale and efficient and effective use of marketing and media budgets, allowing the programs to have a bigger cumulative impact than their individual program marketing dollars would have allowed.

  • Integrating with UOP’s CRM to track the success of the program in undergraduate and graduate programs for the subsequent three years and as the conversion time frame grows with time.

Services provided:

  • Strategy development
  • Research and analysis
  • Messaging and positioning
  • Campaign development
  • Digital media planning and management
  • Traditional media planning and management
  • Stakeholder communications and presentations
  • Programmatic graphic and digital design
  • Content development
  • Monitoring, analysis, and reporting