Southern Methodist University

SMU’s online master’s in cybersecurity program wasn’t getting enrollments at the pace they expected, so they asked us to lend a hand. First, we helped SMU’s cybersecurity online master’s program develop a brand voice. Then we used that newfound identity to craft a full-funnel, integrated, creative advertising and marketing strategy.

A Cohesive Concept

We hypothesized that a lack of ownable, consistent campaign concept was a major limiter in terms of performance. SMU has significant brand equity, so we leaned into that in terms of a design concept. We also helped develop language that captured the program’s unique identity.

Plugging a Leaky Funnel

One of the things missing from previous efforts was a strategy that connected interest to action. We helped SMU develop a more detailed content plan and crafted a strategy that included diverse tactics (from out-of-home to ads and emails) integrated into a cohesive campaign.


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