MyCode
Launching the space for
innovators of tomorrow
Challenge
How can we maximize the social media of MyCode to achieve its objectives of launching its new identity while getting enrollees for their summer workshops?
Since the enrollment period will be on the same timeline as MyCode’s new identity launch, the challenge is in how two social media campaigns can seamlessly integrate and work together instead of competing for the audience’s attention.
Client
MyCode
Scope
Social Media Set-Up
Social Media Campaign
Graphic Design
Integrated campaigns
Since there are two main objectives, creating an integrated campaign instead of two separate ones will structure the way the brand is reintroduced and launch enrollment season. The first part of the campaign focused on relaunching the brand: setting up the page to align with the new visual language, developing a creative playbook for future materials, and creating content to communicate the brand and its mission. Once the new identity was introduced, the effort of the page transitioned to focus on enrollment season. The interest generated from the launch was then channeled into registrations for the summer classes.
Clear objectives and implementation plan
Since enrollment season is the priority due to its registration targets, the bulk of marketing efforts were focused on achieving this result. A paid ads strategy was implemented to activate the platform’s premium marketing features and increase quality inquiries and applications.
Although conversion was prioritized during the season, brand-building efforts were still reinforced as clear content pillars were put in place. Owned media focused on informative content which served as a great supplementary for people getting redirected to the page, from being targeted by paid ads. This provided a full overview of the business, its mission, and more information about enrollment season.
Reflect brand guidelines
Since the client has a marketing team, the project focused on kickstarting the use of social media as one of the brand’s main marketing touchpoints. Since MyCode is also launching a new identity, it is critical for this to be properly iterated across the different areas of social media – in both design and messaging. By creating a playbook and setting creative templates, any brand manager moving forward will be able to manage the brand assets to seamlessly follow the guidelines set for the new identity.
The Solution
By creating an integrated social media campaign, MyCode was able to run two campaigns that supported each other’s objectives instead of fragmenting the way the audience gets reintroduced to the brand. Having a set manual to properly manage the brand assets of the new identity was also a sustainable way to ensure that the brand expands cohesively in the right direction, even after agency turnover.
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