Brand Awareness Campaign
Excelsior College developed a brand awareness campaign that introduced the new advertising tagline, Life Happens. Keep Learning., to audiences in the greater Albany, New York, and San Antonio, Texas, areas for several months in late summer/early fall 2018. The campaign was undertaken to increase awareness of Excelsior College as an online, not-for-profit, regionally accredited institution that helps adult learners complete their degrees. Excelsior was promoted through billboards on well-traveled commuter routes, advertising on bus shelters and buses, 30- and 60-second radio ads, and a video that appeared on streaming media. The advertising focused on the feasibility of fitting degree completion into a busy life, the acceptance of military and professional training as academic credit, and the ability to transfer credit and earn a degree sooner. The video produced for this campaign can be seen on the Excelsior College Facebook page.
A second phase of the campaign launched in March 2019 in the Albany area to continue to raise brand awareness. The campaign highlights the College as an accredited, not-for-profit online option that enables learners to fit learning into their busy lives.