Northern Seminary has a rich history of training leaders for the church. But they don’t rest on their laurels. Their forward-thinking approach includes offering integrated in-person and online education that is widely accessible, increasing the ability for a diverse student body to learn simultaneously.
THEIR CHALLENGE
The COVID-19 pandemic turned Northern’s typical recruiting efforts upside down. And past social media ad buys had proven ineffective. They wanted to take advantage of the sudden shift to digital and reach more people with their unique seminary streaming option.
OUR SOLUTION
An audit of Northern’s existing communications showed us opportunities to refine their messaging to better speak to their desired audiences. Together we developed four audience personas and created a digital marketing plan to target them. A defined messaging strategy for each audience ensured the ad copy—Facebook and Google—would speak to their needs.
Our Deliverables
Communication & Landscape Audit
Key Metrics
Audience Personas
Brand/Messaging for Audiences
User Experience Mapping
Digital Marketing and Testing Plan
Facebook and Instagram Ads
Google Ads
Website Messaging Enhancements for SEO and User Experience
