UAB Honors College

Branding · Digital · Social Media

UABHC asked o2 to create a new, mobile-friendly website for the college. However, after reviewing the site and an array of collateral material, we realized the college wasn’t fully expressing all the factors that made it a truly special place of learning. Instead of a website, the college needed a brand.

UAB Honors College Video Play Video

Challenge

Develop a brand for UABHC to distinguish it from other honors colleges, increase student interest and serve as a source of pride for current students and faculty.

Insight

A competitive analysis revealed that the world of honors colleges is a world of sameness, where the top colleges express nearly identical messaging: “We’re a community of talented students who share a passion for learning.” In order to stand out, UABHC needed bold positioning that shifted the focus away from talking about what it offers to what students will receive.

Solution

After conducting a brand workshop and defining the new brand, o2 developed a tagline that would distinguish the school from its competition and serve as both an internal and external rallying cry: “Set Your World on Fire.” We then implemented a social campaign to promote the brand and drive traffic to the new website.

Results

Built around the new positioning, o2’s Facebook and Instagram campaign led to the following results:

  • UAB’s new positioning, website and social media campaign led to the following results: Home page visits consistently increased 20% each week
  • Home page visits more than doubled from December to January month over month
  • 157% increase in visits to Prospective Students Page
  • Above-average click-thru rates on both Facebook and Instagram (.23% and .22%, respectively, compared to .10% industry standard)
  • Most impressively: a 31.08% enrollment increase
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