Campaign Copy Deck: University Degree Program

I had the opportunity to build a campaign copy deck for small ad campaigns around new degree programs at a higher education institution.

The Campaign in a Nutshell:

Topic: Doctorate of Education (Ed.D.) degree
Targeting: Master's degree holders seeking higher education teaching careers or K-12 administration roles
Media: email drip campaigns, social media (paid and organic), print brochures, landing pages
Tagline: UncomplicatED
Key Phrases: Career-focused education, respected education programs, legacy of excellence, uncomplicated dissertation process
The Secret Sauce: Most employers filling education leadership roles prefer an Ed.D., but most candidates can't afford to stop working to earn their degree. Doctoral degrees can also add a level of complexity to education that acts as a barrier for prospective students. The client wanted students to know they had uncomplicated the doctoral degree by eliminating the need for on-campus visits or courses and embedding the dissertation work into the courses.

Banner Image with Tagline

A banner image with blue background and two figures pushing a block and a sphere with the text "Uncomplicated" overlaid — This "tagline" was used on landing pages and the main program page for the program. Graphic design credit: university's internal design team.

Print Brochure Copy

A screenshot of the print brochure with the main text reading: FEATURED COURSES • Learning & Change Management Theories • Issues & Ethics in Education • Conflict Resolution in Educational Leadership ONLINE The outlook for a career in education is growing quickly. Are you ready to rise to the challenge? IWU’s 100% online Doctor of Education with a major in Educational Leadership will set you apart as a world-changer in your field. Upon graduation, you’ll be prepared for a role in teaching and administration in P-12 or higher education, educational policy, education/training in businesses, consulting, or action research. — This brochure is downloadable from the main program page. It was also used by the sales team during visits to schools, career fairs, and other trade shows.

Social Media Ad

The copy that accompanied this ad read:

Earn your Doctor of Education degree 100% online. No traveling to campus. No fluctuating tuition each year. Just uncomplicated, career-focused education for your next big move.

Choose a university where the professors know your name. Visit indwes.edu/EdD to learn more.

Email Drip Campaign Copy (First Email)

Subject Line: Uncomplicate your doctoral degree

Preview Text: We're launching a brand new Doctor of Education (EdD) program!

Email banner with blue background and two figures pushing a cube and a sphere with the text overlaid: New Online EdD — Email Banner

Hi <First Name>,

Make plans to continue your education – right here at IWU.

We're launching a brand new Doctor of Education (EdD) program that simplifies your degree and dissertation.

Did you know that many education leadership job postings now prefer an EdD? Good news – we've been educating teachers since IWU opened its doors 100 years ago. We're respected, and our graduates produce excellent work.

What's unique about us?

It’s the same high-quality, faith-based education you've already experienced here.
This program is 100% online with no residency requirements.
Your Action Research Dissertation is embedded in the coursework, not after.
You must hold an EdS (Educational Specialist) degree to enter the EdD program, which we also offer here at IWU.

Set yourself up for the possibilities. Explore uncomplicated education at IWU.

BUTTON: LEARN MORE

indwes.edu | 866.498.4968

Don't miss out on an alumni scholarship!

23% of IWU graduates return to us to continue their education, and you could be one of them. Learn more about earning a $1,000 alumni scholarship for the EdD program at IWU.