Best of CASE District VII Award
 

Institution: California State University, Northridge

Title of entry: Level Up Campaign (Broadcast)

About this entry: This commercial, titled “Level Up Your Future,” is part of our push into a larger and more diverse national market. Through the commercial – and the broader “Level Up” campaign – we're exposing entirely new regions and demographics to CSUN’s expansive portfolio of online programs. The ad not only captures the University’s upward spirit – it projects the confidence of an industry leader.

The commercial’s landing page was created in-house to fortify the ad’s messaging with a list of CSUN features (among them, group learning, expert instruction, and purposeful course design). This is what differentiates us from much of the market, especially for-profit providers: the meticulous care we put into every program, before, during and after launch.

Since Mid-October, the commercial has appeared on several connected TV platforms, including Pluto and Hulu. Not only was connected TV an ideal entry point to a broader, more diverse market, but it was also, according to TV Scientific, a more lucrative one. (80% of direct-to-consumer viewers take action – or, for us, inquire or enroll – after exposure.)

In many ways, this new ad is the culmination of our portfolio campaign. An ongoing effort, the portfolio highlights our extensive experience in important economic sectors, such as health care, and establishes the College (and CSUN) as a regional leader in professional development.