SCOPE OF WORK

- Direct marketing mailers

- Newspaper ad

- Billboard

ROLE

- Graphic design

- Messaging & content

DATE

- 2014–2015

Bay Path University had a problem—prospective students had no idea that they offered a convenient online program for pursuing an undergraduate degree, called One-Day-A-Week. Struggling to meet their enrollment goals, the marketing team reached out to Gravity Switch for help. After reviewing their target audience (non-traditional students with full-time jobs and families), the strategy lead determined that a multi-piece direct mail campaign was the way to go. 

Together with the strategy lead and client, we developed messaging that inspired and highlighted the personal joy and fulfillment of bettering yourself. Additional messaging included the simplicity of enrolling and the ease of fitting the coursework into an already busy schedule.

These key points were highlighted in a series of five direct marketing mailers, each with distinctive messaging that also connected back to the previous mailers' messaging, ensuring recipients understood the full story of how it was possible for them to enroll in the program. To further reinforce the messaging, a series of billboards were displayed in nearby towns and a run of simple newspaper ads were placed.

To help prospective students visualize themselves in the mailers they received, photographs highlighting students from the program were used along with imagery that represented the types of students likely to enroll in the program.