Royal Roads University
Royal Roads University
Royal Roads University
Royal Roads University
Royal Roads University

Shape
your future.

Shape
your future.

Shape
your future.

Shape
your future.

Shape
your future.

Tapping into
the power
of conversation.

Tapping into
the power
of conversation.

Tapping into
the power
of conversation.

Tapping into
the power
of conversation.

Tapping into
the power
of conversation.

At Royal Roads, students learn as much from the people beside them, as they do from the people at the head of the class. Conversations that challenge one another aren’t just welcomed, they’re encouraged. The “Shape Your Future” campaign tapped into this insight by embracing the transformative power of dialogue with a series of candid conversations with four RRU alumni. A mix of video, static, and display ads drove to targeted landing pages that helped prospective students feel the power of those conversations and mirrored the learning experiences that enable RRU students to shape their future.

At Royal Roads, students learn as much from the people beside them, as they do from the people at the head of the class. Conversations that challenge one another aren’t just welcomed, they’re encouraged. The “Shape Your Future” campaign tapped into this insight by embracing the transformative power of dialogue with a series of candid conversations with four RRU alumni. A mix of video, static, and display ads drove to targeted landing pages that helped prospective students feel the power of those conversations and mirrored the learning experiences that enable RRU students to shape their future.

At Royal Roads, students learn as much from the people beside them, as they do from the people at the head of the class. Conversations that challenge one another aren’t just welcomed, they’re encouraged. The “Shape Your Future” campaign tapped into this insight by embracing the transformative power of dialogue with a series of candid conversations with four RRU alumni. A mix of video, static, and display ads drove to targeted landing pages that helped prospective students feel the power of those conversations and mirrored the learning experiences that enable RRU students to shape their future.

At Royal Roads, students learn as much from the people beside them, as they do from the people at the head of the class. Conversations that challenge one another aren’t just welcomed, they’re encouraged. The “Shape Your Future” campaign tapped into this insight by embracing the transformative power of dialogue with a series of candid conversations with four RRU alumni. A mix of video, static, and display ads drove to targeted landing pages that helped prospective students feel the power of those conversations and mirrored the learning experiences that enable RRU students to shape their future.

At Royal Roads, students learn as much from the people beside them, as they do from the people at the head of the class. Conversations that challenge one another aren’t just welcomed, they’re encouraged. The “Shape Your Future” campaign tapped into this insight by embracing the transformative power of dialogue with a series of candid conversations with four RRU alumni.
A mix of video, static, and display ads drove to targeted landing pages that helped prospective students feel the power of those conversations and mirrored the learning experiences that enable RRU students to shape their future.

Will_Web_Going_Deep_icon-_white_gif2.
Going Deep
Going Deep
Going Deep
Going Deep

Rather than segmenting prospective students based on traditional demographics, we conducted in-depth quantitative research so we could segment our audience based on their unique “why”.

Rather than segmenting prospective students based on traditional demographics, we conducted in-depth quantitative research so we could segment our audience based on their unique “why”.

Rather than segmenting prospective students based on traditional demographics, we conducted in-depth quantitative research so we could segment our audience based on their unique “why”.

Will_Website_Case_RRU_Segmentation3-min
Will_Website_Case_RRU_Segmentation4-min
RRU_animated-banner-ad-min-1
Will_Web_Navigating-Change_white_2b
Navigating Change
Navigating Change
Navigating Change

Focusing on mindsets instead of audience-sets was a significant shift, so we worked closely with the RRU team and our research partners to make it happen.

Focusing on mindsets instead of audience-sets was a significant shift, so we worked closely with the RRU team and our research partners to make it happen.

Focusing on mindsets instead of audience-sets was a significant shift,
so we worked closely with the RRU team and our research partners to make it happen.

RRU_2018_Segmentation_banner-Ad-min
Results-_icon2c-1
Results

• 237% increase in total conversions
• 137k site visits
• 55% decrease in bounce rate

• 237% increase in total conversions
• 137k site visits
• 55% decrease in bounce rate

• 237% increase in total conversions
• 137k site visits
• 55% decrease in bounce rate

See more of our work.

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