Vermilion Design + Digital Vermilion

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University of Colorado Continuing Education

University of Colorado Continuing Education

Own Your Journey

for University of Colorado Continuing Education

CU Continuing Ed fills a unique niche in the University of Colorado system. Working independently from the main campus in Boulder, CE offers courses that benefit students on main campus and the community at large. Since 2006, Vermilion has crafted marketing campaigns that include print and online advertising, course catalogs, web design, and targeted social media strategies. Now we’re creating an integrated marketing campaign that will reach each of four target audiences during key decision-making moments.

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Repositioning the Brand

Building on a decision to sunset the printed CE Course Catalogs, we’ve led a comprehensive brand development process resulting in “Own Your Journey.” This new campaign repositions CE within the lived experience of credit-seeking students, driven by both key audience and brand equity insights. We’ve reframed the expression based on three need-based student segments: those looking to “Get Ahead,” to “Stay on Track,” or to “Catch Up.” The brand platform connects to each segment using provocative moments that resonate with their experience and needs.

Humanizing the Target Audience and Their Needs

To demonstrate the remarkable support CE provides students in achieving their goals — and humanize what it means to “own your journey” — we produced a series of web videos celebrating the stories of students who represent the needs of “Get Ahead,” “Stay On Track,” and “Catch Up” students.

The result is incredibly engaging content that tangibly connects the CE brand to the bigger goal of their key student audience: becoming the person they aspire to be in life.

Community Awareness

Bus boards, prints ads, digital marketing, even Instagram posts all play a part in communicating the value of CE to prospective students, advisors, staff, and the community at large. The theme revolves around specific moments when CE is a smart solution.

Lifelong Learning

As the website for Continuing Education increasingly became the way students found courses, Vermilion produced a complete overhaul in 2014. The fully-responsive new site focuses on robust course filtration, allowing students to browse hundreds of University programs quickly and effortlessly. The site gives students a user experience that is focused on the end result, a direct path to finding the resources and courses they are looking for.

Summer Campaign

The campaign for CU’s 2017 summer session is underway, consisting of a wide array of media, including digital ads, online flyers, postcards, posters, rack cards, website graphics, and book store monitor ads. “Use Your Summer to the Fullest” is the theme of the campaign, showing both sides of summer in Boulder — the academic rigor of CU combined with the unique facets of Colorado outdoors. The campaign encourages students to choose from nearly 700 class sections on-campus and online.

Course Catalogs

For the past 10 years, Vermilion has produced Spring, Summer and Fall course catalogs for the Division of Continuing Education. Designed to convey the student experience with class highlights and instructor profiles, community engagement programs and ways to advance careers. Gradually the website became the primary way students found courses, and the catalogs were discontinued in 2016.