About project

Period: December 2019 – Present

Client: University of Pennsylvania

Subject: Harold W. McGraw, Jr. Prize in Education

Explore how R.J. Webb, a renowned marketing agency specializing in higher education, collaborated with the University of Pennsylvania Graduate School of Education to elevate the recognition and impact of the Harold W. McGraw, Jr. Prize in Education. Led by Jackie Jircitano, a leading education research communicator, R.J. Webb delivered strategic and innovative results to enhance brand awareness, drive nominations, and design effective marketing collateral for this prestigious Prize.

Our Task Was

  • Updated and enhanced the Harold W. McGraw, Jr. Prize in Education website
  • Implemented targeted ad campaigns, including sponsored social media posts and print ads
  • Developed strategic messaging to drive nominations from well-qualified education leaders
  • Designed print, digital, social, and email marketing collateral

Process

To achieve our goals, we developed a comprehensive strategy that included:

  • Website enhancement: Transforming the existing webpage into a multipage site that effectively communicated the Prize’s significance and past recipients.
  • Targeted ad campaigns: Implementing strategic ads across trade vendors, social media, and select print publications to expand brand awareness.
  • Strategic messaging: Crafting compelling content to drive nominations from well-qualified education leaders and highlight the Prize’s impact.
  • Design of marketing collateral: Creating visually captivating print materials, digital assets, social media content, and email campaigns.
  • Ad campaign analytics: Monitoring and optimizing paid ad performance to maximize reach and engagement.
  • Email marketing campaigns: Designing and executing targeted email campaigns to drive open rates and click-through rates.
  • Collateral management: Organizing and managing a portfolio of marketing collateral for seamless collaboration and review.

Result

Our efforts have led to impressive results, including notable achievements such as:

  • A remarkable 175% increase in unique nominations since 2019, highlighting the success of the marketing strategies in attracting well-qualified education leaders.
  • Over 3.4 million impressions generated through paid ads, significantly expanding brand awareness and reaching a wider audience.
  • More than 111,000 emails opened by subscribers during the nomination period, with an impressive 28% average open rate and a 3.3% average click-through rate, demonstrating strong engagement with the campaign.

Conclusion

R.J. Webb’s collaboration with the University of Pennsylvania Graduate School of Education successfully amplified the recognition and impact of the Harold W. McGraw, Jr. Prize in Education. Through a comprehensive marketing approach, including website enhancement, expanded outreach, strategic messaging, and visually compelling collateral, R.J. Webb contributed to increased brand awareness.