Student doing schoolwork on a beach
Case study

UW–Madison Online Undergraduate Degrees

UW–Madison's Online Undergraduate Degree campaign needed to launch in an already-saturated market.

Vendi competitively positioned the prestigious program with a comprehensive digital campaign featuring original video of student stories.

Services provided

  • Creative
  • Digital
  • Marketing
  • Media
  • Photography & videography

Sharing the life-changing stories of students who returned to their dream of a UW–Madison degree

Almost 50 million adults in the U.S. started a bachelor’s degree program but stopped out or dropped out. Though there are many degree-completion options, those who are looking for the online equivalent in academic excellence of a traditional degree program are great candidates for a UW–Madison online degree. 

Traveling to multiple locations, Vendi got to know, interviewed and filmed several successful students at their homes and places of work. We sought to understand the barriers they faced their first time in college and how they finally achieved their degree through the UW–Madison Online. 

Recruiting through video

Vendi created a suite of student videos ranging from digital video ads to longer-form landing page videos. The students we featured had overcome challenges common to our target audiences, such as family and work demands. The authenticity of those shared experiences resonated with audiences.

Increased conversions and lowered costs

The new digital creative suite for UW–Madison Online has contributed to year-over-year success, including a more efficient social spend with a 92% increase in lead conversions and 119% drop in cost per lead conversions in the first month alone. In particular, the new video ads are generating the most conversions at the lowest cost. 

This creative suite also allows for expansion of channels to expand reach and frequency of our target audience, including online video, streaming TV, native and streaming audio.