2U Brand Activation at Essence Fest
The Challenge
2U is an organization that partners with university to create online programs. In this case, 2U and Morehouse had recently created an online bachelor degree completion program designed for non-traditional adult learners and Black men with previous college credits.
The goal was to help boost the Morehouse Online program’s recruitment for Fall 2022 and beyond, the 2U team initiated an event marketing activation at the Essence Music Festival at New Orleans, LA.
What I Did
Planned how the event activation will be set up, how the booth will look like, the ways we can engage with the target audience, the cta, and how we collected leads.
The Work
During this activation, admission counselors and a brand strategist were on site to engage with event attendees and sharing the Morehouse Online program. The activation featured 2 professional photographers capturing free headshots of attendees during the three day event. Qualified event attendees were encourages to submit a lead form and program handouts were available for everyone and encouraged to share with men in their community that could benefit from the program. The booth activation featured a local black-owned photography company that captured free professional headshots for event attendees.
The Results
The 2U team engaged with over 1,000 attendees during the three day event. A total of 295 headshots were captured along with 32 qualified leads captured along with unique messaging sent to unqualified leads. When sharing these headshots with prospective students, a program CTA was added to the email.