THE CHALLENGE

As remote learning increases, so does the number of institutions offering online learning. BrainStation is one of the more popular digital learning educators, with offices in multiple cities. However, competition is emerging and BrainStation needs to show that the company is still a leader in learning. To do this, we have recommended an overhaul of the existing marketing channels, specifically the brand’s social media presence.

The Concept

After conducting a comprehensive analysis of BrainStation’s and its competitors’ social media channels, we have decided to focus on increasing brand awareness among two specific demographics: young and mid-level professionals. Our strategy involves targeting new professionals who are in the early stages of their careers and hold junior positions, with the aim of attracting learners who wish to explore pathways to advance in their careers through professional development. Additionally, we will target mid-level professionals who have 5-10 years of experience in their field and are looking to either be promoted or undergo a career change. By doing so, we can reach anequires additional education to either gain new skills or explore new technologies that have greatly evolved or were not available when they began their roles.

The Execution

To achieve our goals, we have identified two strategic priorities for our social media brand update: leveraging collaboration and industry partnerships with big names like Google, Amazon, and Apple to build trust and reputation for our brand, and targeting our messaging to HR, professional development, IT/tech leaders, and individuals with a degree in technology and less than 10 years of experience.

Our main tactics for this campaign involve creating interactive content that is career-oriented to engage our target audience in finding the right BrainStation program for them. We will create career quizzes and polls to reach our target audience, as well as expand our social media presence on platforms such as TikTok and Spotify, which have large audiences of younger people. We will also use paid digital media on existing social media platforms like LinkedIn, Facebook, and Instagram to ensure we are reaching the right audience. Additionally, we will create new YouTube content featuring testimonial-style videos to leverage collaborations with well-known businesses.

Our social media brand voice will be friendly, inspiring, and professional. It will establish trust and knowledge with our audience while being engaging and welcoming. The tone will be honest, direct, and inviting, conveying the significance of professional development and career growth. We’ll use simple language related to career development, with an engaging and informative message.

*college project
Strategy: Naz Kittani, Lonis Kwacke, Mike Marone, Terri Neges, Kate Torgunrud. Designer: Terri Neges