Campaign: CollegeAI

The problem: College preparatory service CollegeAI hired BU Ad Club in September 2018 to promote their new personalized college guide: a brand new type of guide customized to the individual student’s goals and needs. I designed the graphics for the campaign, with my friend and copywriter MK Moore providing the copy.

Insight: CollegeAI takes all the elements of the traditional college search (counselors, websites, test prep books, etc.) and boils them down into a single all-in-one product.

The solution: A Facebook sponsored post campaign and a direct-mail postcard sent to prospective college students and their parents promoting the benefits of the brand-new CollegeAI prep guide.

Part 1: A series of Facebook ads and sponsored posts that would appear on the timelines of prospective college students and their parents (CollegeAI’s target demographic). Out of five or six graphics we workshopped, these were the two that ultimately ended up on CollegeAI’s Facebook page.

PART 1: A Facebook sponsored post; these posts will appear on the timelines of relevant users (mainly prospective college students and their parents)

Part 2: A direct mailing postcard sent to the families of prospective college students. CollegeAI’s research told them that parents in their target market still read and enjoy physical mail, so they were very particular that we take advantage of the medium and create a colorful, fun postcard that would get their attention.

PART 2: Direct mailer; our research found that the parents of prospective college students still read and receive physical mail, so we designed a colorful postcard to get their attention.