Portfolio / Outlier.org
Edtech Marketing Campaigns
Outlier.org, an edtech startup from the co-founder of MasterClass, was on a mission to increase access to high-quality college education and dramatically reduce student debt. Outlier partnered with Golden Gate University to launch Degrees+, online degree programs that could be fully funded with a Pell Grant. I wrote copy for 2 integrated enrollment marketing campaigns that embodied Outlier's empathetic brand voice.
Introducing Degrees+
A national TV ad introduced the new degree programs to prospective students.
Social media ads also reached prospective students where they are online.
Fresh website copy explained the programs in more detail and highlighted their benefits vs. traditional degree programs.
A personable chatbot answered prospective students' questions and set the tone for all communications they would receive throughout the application process.
Program brochures detailed each degree, including the courses, career certificates, cost, and outcomes.
Online articles educated prospective students about the program, Outlier, and Golden Gate University.
College Without the Nonsense
In this follow-up campaign, we combined a bold message and authentic storytelling to challenge the rising costs and student loan burden of a traditional college education.
We introduced the campaign with organic social posts that show how affordable college is a personal mission for the Outlier team.
A landing page explained the program's affordability and encouraged prospective students to take an online quiz to determine if they were eligible to get their degree fully funded.
The eligibility quiz increased lead rates to an all-time high.
After completing the quiz, students received an automated email with their personalized savings report and a CTA to apply.
