UNAB

CHALLENGE:

2020 terrified the planet due to the consequences of the pandemic, but simultaneously united it, transformed it and forced it to evolve, putting the human capacity to adapt to survive to the test. In the educational sector, the Autonomous University of Bucaramanga, UNAB, reacted not only motivated by its enormous social responsibility, but by the need to keep its teaching and student community active, also avoiding dropouts among students in dynamics, and at the same time avoiding the possible postponement of the decision to enter the university for the first time by new students.

 

STRATEGY:

We put our mind, soul and heart to the creation of a comprehensive advertising campaign called “WORTH THE EFFORT”, where we appeal to the strategic resource of the testimonial, the relevance of timely information and the union of efforts to get ahead. We work hand in hand with directors and professors of the institution and we highlight the effort that UNAB made to train them and update the technology for the optimal development of virtual classes. We developed messages of union and solidarity that connected with UNAB students, showing them that in the face of such a terrible pandemic, at UNAB we would continue to offer high-quality education at all costs, therefore, continue studies at the Autonomous University of Bucaramanga, it was worth all the effort.

 

RESULTS:

Despite the forecasts to the contrary, we managed to break what was believed to be unbreakable and we achieved what was believed to be unattainable. It was calculated that in an optimistic scenario, we would reach a 66% fulfillment of the goal set before COVID-19, however, after the implementation of the advertising campaign “WORTH THE EFFORT” we managed to reach a surprising 98.4% of the goal initially raised; undoubtedly an exceptional result that contrasted with the general results of the higher education category in the country. Additionally, we exceed student enrollment expectations, minimize former student dropouts, improve motivation levels, facilitate the acceptance of new and better academic training technologies, and strengthen the trust of allies, students, teachers, and staff. administrative to the institution. In short, it was worth the effort we made to achieve what many other universities could not achieve.