University of Wisconsin-Madison Online

The Background

UW–Madison understands that there is no right way to get an education, and that having kids or a 9-5 shouldn’t hinder your career aspirations. Offering the same quality degree that students have come to expect from the university, UW–Madison Online offers a flexible online format that removes time and locational barriers, making higher education available to all.

The Challenge

UW–Madison’s Division of Continuing Studies, which includes Online programs, had already launched a successful rebranding campaign in 2020 with the help of us at heavy. Because the world has changed significantly since then, we needed to reflect those changes, along with new insights drawn from consumer testing, in the refocusing of our current messaging. In large part, our challenge was to evolve the previous campaign without losing what was resonating strongly with our audience—a focus on the individual student, their unique needs, responsibilities, and aspirations.

The Approach

While similar in appearance to the Division of Continuing Studies campaign, we refreshed and refocused this campaign to reflect the online student in 2021, who might be taking classes from the backyard, during nap times, or late night from the comfort of the kitchen.

Through communication materials ranging from print campaigns and social posts to out-of-home billboards and takeover ads, we created a campaign to remind students that no matter what their path may look like, there’s no wrong way to get an education.

The Rationale

You are anything but average, and your life – your schedule, your responsibilities, your future – is unlike anyone else’s. That’s why you’re not looking for the traditional college experience, you’re looking for one that suits your way of life. An experience – and a university – as unique as you are. An experience that will help you make the next big move in life without putting your life on hold to do it. It’s time to create your future at UW–Madison Online. It’s time to make your way, your way.

The Takeaway

In the first year during their pilot program, UW-Madison filled their class within thirty days. Because the pilot performed so well the University launched 5 more programs to start last fall. All five new programs were at capacity within three months.