Fuseideas had developed the “Will. Power.” brand for William Paterson in 2012 and it has successfully driven an increase in awareness and visibility over the years. It’s also become a campus wide rallying cry for students, staff and faculty at the University. After years of campaign success, our William Paterson clients wanted to assess the relevance of “Will. Power.” in the current environment, and explore how it could evolve significantly, especially given the needs of prospective students and the onset of challenges with the pandemic.
Through focus groups and interviews, we found that “Will. Power.” overwhelmingly resonated with various target audiences, but more depth was needed to demonstrate the meaning of “Will. Power.” and how it differentiates WP from its competitors. Our research revealed that prospective students are incredibly motivated and driven to transform their futures and WP’s strength lies in empowering students to achieve that transformation.
We combined the concept of a student’s inner drive with the University’s dedicated faculty, extensive support services and inclusive environment to communicate that WP is equally invested in a student’s success. The campaign brought the student and the University to the forefront as equal partners and paid it off with the campaign tagline: “Together, We’ll Do This.” The campaign was deployed in video for Hulu and other OTT/pre-roll channels, programmatic display, native ads, paid social and paid search.
With a campaign launch in fall 2020, “Together We’ll Do This” has already driven increases in website inquiry actions since its introduction into the market, while prompting actions related to virtual and in-person campus tours, virtual open house registrations, and application starts.