Building a brand at Up&Up

The higher education marketing space is as crowded as Costco on Saturday, and most agencies sound the same. But who wants to sound like everyone else? Up&Up didn’t, and that made all the difference. Nobody wants to hear the same lorem ipsum marketing drivel from another “vendor.” Vendors sell funnel cakes.

Like this—instead of handing out t-shirts at conferences all by their lonesome, why not throw them in a t-shirt tube with copy like this on it?

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And when launching a geo-targeting campaign for the EduWeb conference in Boston, why not adapt to the location and create this landing page for the ads? (Once I went down this YouTube rabbit hole, there was no going back. You’ll understand once you read it.)

Being authentic pays off, and sometimes a risk isn’t a risk after all.