To further penetrate what the agency says is a maturing market, Carton Donofrio Partners has created an interactive campaign for Walden University, an online university from Laureate Education Inc., based in Baltimore.
“The focus of the campaign is really growing the pie of potential customers for an online degree,” said Robert Arena, Carton Donofrio?s vice president of interactive.
Ana Sanchez, director of university relations for Laureate Education, would not disclose how much theuniversity is spending on the campaign, nor how effective past marketing efforts have been, citing proprietary reasons.
But she said she believes the campaign brings the university?s story to life.
“The interactive medium was chosen because of its effectiveness in sharing a story, and it was a great way for Walden University to showcase its mission of effecting positive social change,” Sanchez said. “It was a perfect opportunity to demonstrate the type of individual who studies at Walden and the type of training they get.”
In addition to the interactive component, the campaign also includes print, though the majority of the marketing is online. The four “webisodes” in the online campaign feature the stories of real-life Walden alumni and students who are making positive changes in the world. One spot features Tim Walden, a student in clinical psychology who lost his leg and is examining the effectiveness of cognitive behavior therapy in the treatment of phantom limb pain.
Another spot features Dr. Sally Lorbach, who earned her doctorate in health services from Walden. Lorbach has developed disease-prevention and health promotion programs to help seniors enjoy greater quality of life while preserving their independence and dignity, according to the webisode.
The people featured in the spots “talk about how they?re using their lives to impact the lives of others to provide that increased motivation for others” to study at Walden, Arena said.
“Advertising can be very cynical, and a lot of times you work on something and wonder what the value is. But when you get to work on something like this, where you can see the impact it has on people, that?s good work.”
CONTACT THE AGENCY
» 100 N. Charles St.
Baltimore, MD 21201
» 410-576-9000
» www.cartondonofrio.com
