How UMass Global works with tech-savvy experts to improve university communications

Image credit: UMass Global

IRVINE, Calif. (Jan. 31, 2023) – Online universities are inherently technology driven. For an online university to succeed, it must remain ahead of the technology curve. Yet keeping up with emerging high-tech tools during a time of rapid change requires tenacity. One way University of Massachusetts Global stays current is by associating with like-minded and technology-savvy individuals who are pushing the envelope in their fields.

To boost our efforts to expand access to higher education in the U.S. and abroad, our marketing and public affairs teams, for example, have joined forces with leading agencies whose technical acuity is advancing their day-to-day work. This month, the marketing team launched a new advertising campaign leveraging Hollywood-style 3D and VFX technologies. These new ads are helping millions of people to visualize how online learning can fit into their busy lives. The public affairs team is also staying ahead of the curve by soliciting AI media monitoring tools to enable the university to participate more rapidly in trending national conversations about higher education, the labor market, and the economy.

Special effects

Joining forces with ad agency Innocean and production company Aggressive, UMass Global's marketing team in January launched its new advertising campaign, “Meet You Where You are in Life.” Together, they crafted two spots showcasing a miniature world of education through animated scenes combining 3D animation and live action.

“Millions of working adults are looking for ways to improve their lives, and they know that college is the solution. They are just struggling to fit it into their lives. We are grateful that the team was able to really bring our experience to life,” said Marc Lyncheski, director of creative services at UMass Global.

These ads illustrate the online educational experience from a student’s perspective, conveying the university’s accessibility to working students and family providers. In one ad, a student is engaged in learning while riding a commuter train. In the other ad, a busy dad catches up on his schoolwork while making dinner for his rambunctious kids.

According to Travis Swingler, senior creative at Innocean, “The goal was to tell a relatable story in a memorable way, but also not have any of the VFX and camera work overwhelm the experience.”

The collaboration with innovative agencies also pays personal dividends by fostering a positive and innovative environment in which to work.

“As with all our projects, the key is to work with people you like, respect, and trust, and to give everyone the space to safely play and experiment, while defining the box we are all playing in, said Dan Shapiro, co-owner of Aggressive. Many of our collaborators, artists, and crew on this project have been on this ride with us for many years, so even the most challenging productions are fund adventures, and a true pleasure.”

For more information, you can view the full press release at Ads of Brands.

Listening and learning with AI

With the help of Boathouse, a tech-savvy integrated marketing and communications agency headquartered in Massachusetts, the public affairs team is taking a cue from AI to ensure university communications are on the mark.

Earlier this month, Boathouse revealed a new communications product, Narrative Transformation, an AI tool developed in concert with consumer and market intelligence platforms Signal AI and NetBase Quid. Trade publication AdExchanger covered the tool’s launch in a Jan. 24 article, “Indie agency Boathouse taps AI for data-driven brand monitoring.”

The article quotes Boathouse President Peter Prodromou, who explains that the AI tool’s purpose is “to monitor and understand evolving conversations at a micro level.” He also underscored that “to win in today’s climate, companies need to get ahead of what’s gurgling around the internet so they can anticipate a potential crises or opportunity.”

Narrative Transformation collects massive amounts of web-based data revealing how UMass Global and other online institutions are perceived. By analyzing and reviewing this information, the teams can learn what words and concepts have currency in higher education and labor markets, where there are general understandings and misunderstandings, and more. Using this information, the public affairs team can refine university messaging to be more responsive to issues of interest to key audiences and conversations on social media.

“These insights underpin our strategic communications campaign, said Terri Carbaugh, vice chancellor of public affairs for UMass Global. “We’ve identified specific areas where our communications can and must be bolstered to achieve our reputational goals.”