Creating a Comprehensive Brand Messaging Strategy and Marketing Campaign to Boost Yearbook Sales at George Washington University
Client: George Washington University
THE CHALLENGE
The George Washington University’s Cherry Tree Yearbook had been facing a steady decline in sales and revenue. With changing student preferences and an increasingly digital culture, fewer students and parents were purchasing yearbooks. Our team was brought on to develop a strategic marketing plan to reverse this trend and increase yearbook sales and revenue.
OUR SOLUTION
We developed and implemented a comprehensive marketing strategy that included multiple components:
Market Research: We conducted thorough market research, starting with an in-depth analysis of GWU’s existing marketing practices and strategies. We also examined trends in the overall yearbook market and studied top-performing competitors. Using survey tools, we gathered insights into the motivations and pain points of our target audiences—students and parents.
Marketing Audit: We performed a comprehensive audit of GWU's current marketing materials, identifying gaps and areas for improvement. Our team provided actionable recommendations to modernize their messaging and appeal to a digital-savvy generation.
Value Propositions: Based on our research, we crafted two distinct value propositions targeting students and parents. We also developed a content calendar to strategically roll out each proposition to ensure maximum impact throughout the academic year.
Marketing Strategy: We designed and executed a multi-channel marketing strategy, leveraging digital advertising, social media campaigns, on-campus events, print collateral, and targeted outreach. This integrated approach ensured that the Cherry Tree Yearbook reached a wider and more engaged audience.
RESULTS
As a result of our tailored marketing strategy, GWU’s Cherry Tree Yearbook not only reversed its previous decline in sales but also experienced a significant increase in revenue. The yearbook team saw an uptick in engagement from both students and parents, leading to stronger overall sales performance.
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