Høgskulen i Volda - Fully digital campaign with an analog concept

Høgskulen i Volda

While the rest of the country's teacher education programs are faced with declining numbers after the application deadline on April 15th, HVO emerged as the only one with an increase in applications for teacher studies. This was due to their very first fully digital study campaign

Know your target audience

For this year's study campaign, we joined the journey when HVO, together with Oclin, launched the concept for the study campaign: A deck of cards.

Strange, you might think? Smart, we believe.

The deck of cards, with 52 different reasons to choose HVO, was the only physical format of this year's study campaign, replacing the traditional study catalog. Some might say it takes guts to trust that users are willing to invest time to find out what you have to offer. But when you know your target audience, and understand that these are users who seek information faster than you can say 'Generation Z,' you know it's not much to ask for.

Studies in an online store format

If you haven't seen the campaign, it's not surprising. We've been very focused on reaching the 'right' users in the different phases of the campaign.

Through an online store mindset, we divided the study campaign into different phases, depending on where the potential students were in the process. With customized formats and messages, along with a carefully tailored dashboard that allowed us to monitor results and interest in various studies, we could quickly adjust to ensure the right promotion weighting of subjects and study programs.

Modern bearers of tradition

2020 marked the debut of HVO's first fully digital study campaign, incorporating an analog concept.

This may signal the end of the era of traditional study catalogs. Not only will 'Generation Z', like the generations before them, 'think for themselves,' they'll also 'gather their information themselves.'

Perhaps for the best? Instead of spending money on thousands of study catalogs with coated paper, environmental impacts, and no room for changes, the tradition-bearing educational institutions could rather invest those funds into ensuring they address the right audience.