Saybrook University: MBA / DBA Campaign - Viddy Awards

TCS Education System

Chicago, IL
TCS Education System is a nonprofit system of colleges advancing student success and community impact. Our innovative model pairs a community of like-minded colleges with the scale of resources and operational expertise necessary for each to succeed in advancing student success, favorably impacting their communities, and ultimately changing the world.

Saybrook University: MBA / DBA Campaign

Client: Saybrook University
Category: Non-Broadcast | Marketing / Advertising Campaigns | 2c. Digital Advertising Campaign
About Project

Saybrook University launched a new two new programs in 2021. To highlight the differentiators of Saybrook University’s Master and Doctorate of Business Administration programs, we developed several videos to support the launch. The #GuidedbyPurpose campaign focuses on Saybrook’s progressive approach to education and how this pedagogy influences its MBA / DBA programs by encouraging students to explore profitable, sustainable, and conscientious solutions for business.

To support segmentation and A/B for our digital ads, we developed two styles of video, a kinetic text video a "live footage" video. Both were developed into social versions (15 second / 4:5 aspect ratio) and YouTube ad spots (30 second / 16:9). Although the tests are not complete, initial results show the kinetic text videos outperforming the live action videos by a 2 to 1 ratio.


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