When Kaplan North America, the leader in online education, came to RP3 to promote their Purdue University Global brand, the pandemic was beginning to recede, and workers were seeking better job opportunities. For those who had lost their job, it was about getting back into the workforce, and for those with jobs, it was about finding an option better suited for their life post-COVID.

We researched the target audience and discovered they had aspirations beyond their circumstances and aimed to maximize or “un-limit” their potential. They had an internal desire to take the next step and a practical need to achieve a specific career goal. This insight formed the basis of our communications strategy and guided our plan to increase awareness of Purdue University and drive inquiry. We needed to get people to trust Purdue University to provide an untraditional path that would pay off and maximize their potential. We developed a video-based campaign to build brand equity while delivering lower funnel conversion through targeted video assets across social media platforms.

The Gold Award is the Girl Scouts’ highest honor. But they’ve struggled for years to make it as prestigious among employers and college admissions directors as the Eagle Scout is for boys.

We told the true story of one Gold Award winner whose hard work and leadership forged a sustainable solution to a real-world problem by building a community garden for a women’s shelter.

Within six days, #GirlsTheWorldNeeds drove over 500k impressions on Twitter alone.

For 40 years, HRCI has provided the industry's gold standard certifications for HR professionals seeking to advance their careers. To bolster enrollment, HRCI sought a creative, eye-catching approach.

We conducted a brand audit and thorough market research, held focus groups, and monitored media channels — our findings revealed a rise in crossover among job titles and career interests.

With this knowledge, we reimagined their audience segmentation strategy and user journeys to allow individuals to self-select the certification best suited to their goals and learn more immediately upon engaging with content. The multi-media outreach and awareness campaign included custom graphics and animation, professional photography, video production, website redesign, and social media content creation.

The campaign yielded a 341% increase in leads, far exceeding HRCI's initial goals. Social ads fueled this increase and lowered overall spending by 21%.