Situation
College students are looking for effective means to get ahead, are crunched for time and use technology with great ease.
The start-up study aid portal, Versity.com, needed to find the sweet spot in their positioning and personality to launch and market successfully.
Challenge
In the sea of unbearable chatter and competition for their attention and loyalty, create a brand that this target trusts and can depend on.
Solutions
Developed consumer research, brand architecture, a PR campaign and rolled the guerrilla campaign out on campuses across the US. Most importantly, created a personality – a “voice” for the brand that connected with college students.
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Results
Prior to its sale, Versity had over 5000 marketing reps and note takers on over 500 colleges in America.
“Vern” the iconic embodiment of the company was admired by all and Versity.com became “ the place to go when you had to know.”
