PROBLEM: The world of higher education is in a whirlwind. University leaders are finding themselves in new territory as their safe marketing strategies no longer hit the enrollment numbers they need. Higher ed conferences are lined with booth after booth of academic messaging that dances around the real issues. Being a newcomer, Oodle needed to explain who we are and how we could help.

NO PROBLEM: We met our customers where they were: stressed from budget cuts, higher demands, and tired. I led concept and copy for the  “Up At Night” campaign, featuring culprit cards that drove to a landing page where the problems are addressed head-on. This honest approach broke down walls, and conversations felt more like therapy sessions. They left with an appointment for a free consultation, a webinar series that complemented their pain point, and a sleep kit. This new approach continues to attract leads while making a name for ourselves in higher ed marketing.