CHALLENGE

The American College of Education—an online college that’s well-known in the education space for its renowned graduate degrees—locked arms with The Basement as Agency of Record in 2019. They had two primary objectives for the year; modernize the brand and increase their
year-over-year enrollment.

APPROACH

After numerous whiteboard sessions, a thorough needs assessment, and ample research, we collectively uncovered some key areas of opportunity. The brand wasn’t telling a compelling story that differed from the competition, and they weren’t fully capitalizing on their paid media strategy.

OUTCOME

Our creative team tapped into their voice and together we created a brand that genuinely reflected their heart and purpose. And simultaneously, our media team worked with ACE to completely overhaul their media strategy and lead attribution plan. Now, The American College of Education is sharing an authentic story to the right people at the
right time.

RESULTS

121.3

increase in new users

33.4

growth YoY

73

avg. CPC decrease

A Deeper Dive
Into Our
Approach.

Ace Case Study Image 1

Here to get you there.

We knew at the heart of the American College of Education was a profound desire to see students succeed and achieve their goals. And after drawing some inspiration from subways, city maps, and other navigation-related ideas, the team landed on a wayfinding creative direction. The use of wayfinding and navigation captured the soul of the brand —  serving students and getting them where they wanted to go. And this led to the birth of our “Here to get you there.” campaign and story.

Go the extra mile.

In 2019, the team began with an exhaustive assessment of the American College of Education’s media strategy. Working hand in hand with the client, we quickly identified the vital ingredients that were missing or needed some adjustments. After our media audit, we strategically laid out a transition plan into 2020. It would carefully implement the changes needed, and tap into the potential of their CRM, incorporate Power BI, and bring true data integrity to the brand. Today, we proudly hang our hats knowing that through true collaboration we crafted a more holistic and robust media strategy
that converts.

ACE Case Study Image 2

Go the extra mile.

In 2019, the team began with an exhaustive assessment of the American College of Education’s media strategy. Working hand in hand with the client, we quickly identified the vital ingredients that were missing or needed some adjustments. After our media audit, we strategically laid out a transition plan into 2020. It would carefully implement the changes needed, and tap into the potential of their CRM, incorporate Power BI, and bring true data integrity to the brand. Today, we proudly hang our hats knowing that through true collaboration we crafted a more holistic and robust media strategy that converts.

The Basement is truly an extension of our internal team. Before beginning our work together, their first priority was to innately know and understand our institutional culture and values. From there, we have built a refreshed brand and media strategy that continues to deliver record results, evolving quickly as the market changes.”

– Jill M. Geer, Chief Marketing Officer, American College of Education

Insight-driven re-brand and integrated media campaign means record enrollment for ACE.

mid image

Targeted, data-informed creative and media strategies support integrated campaign.

Branding
Website
Display advertising
Social campaigns
Production videos
Media planning
Media buying