Digital campaigns developed for Sumaré University Center, focusing on student recruitment for different commercial fronts: college entrance exams, course transfers, postgraduate studies, on-campus, hybrid, and distance learning (EAD). The project included the creation of key visuals and their adaptations for multiple formats, such as social media posts, stories, carousels, website banners, and paid media creatives. The communication was designed to highlight the benefits, offers, and unique features of each learning modality, maintaining visual consistency across all channels.
DESIGN
SOCIAL MEDIA
BRAZIL
Problem
The institution needed to communicate different enrollment campaigns at the same time, each with its own specific audience, offer, and message. The challenge was to create clear and attractive commercial assets without losing the brand's visual unity, ensuring that each format performed well on its respective channel: feed, stories, website, and paid ads. Additionally, it was necessary to transform promotional information—such as monthly tuition fees, scholarships, transfers, first month free, and teaching methodologies—into objective, quick-to-read creatives with strong conversion appeal. -----------------------------
Solution
The solution was to develop a flexible visual identity based on key visuals, allowing the campaigns to be adapted into various digital formats. Each piece was customized according to the campaign's objective and channel behavior: fast impact for paid media, clear offers for banners, direct reading for feeds, and objective calls-to-action for stories. The strategy combined aspirational imagery, professional growth messaging, highlighted offers, and visual CTAs, creating conversion-oriented communication without compromising Sumaré's brand identity.
Assets were created for different stages of the student's decision journey: Attraction campaigns: creatives aimed at sparking interest in undergraduate, postgraduate, and distance learning (EAD), using messages such as professional growth, career change, and new ways of learning. Promotional campaigns: pieces focusing on offers, scholarships, reduced tuition, and the first month free, designed to drive immediate action. Campaigns by modality: specific communication for in-person, hybrid, and distance learning, helping the audience identify the format that best fits their routine. Transfer campaigns: creatives targeted at students who were already at another institution and wanted to transfer to Sumaré without losing semesters. Multichannel rollouts: adaptation of Key Visuals (KVs) for posts, stories, website banners, carousels, and paid media, maintaining visual consistency and message clarity across all touchpoints.
