CHALLENGE: The Autonomous University of Bucaramanga UNAB, needed to communicate its postgraduate offer.
STRATEGY: Taking into account the great variety of specializations and master’s degrees, we decided to look for a medium that would offer us that same VARIETY characteristic, which is why we chose Vanguardia Liberal, a regional newspaper in which we daily find different news and from all fields to take advantage of it with all the creativity of the case. Every time a news item was published, a guideline would appear next to it where we would comment on it and link it with a specialization to end. Action that was carried out in the newsroom of the newspaper in real time, knowing hot the news that would be published the next day in and designing the notices very quickly.
RESULTS: We published 102 ads during 2 months and there was a 22% growth in direct calls to the call center from those interested in a postgraduate degree at UNAB
APRIL 6, 2017