Columbia Southern University
See yourself at CSU
“We See You” – Building a Student-Centered Campaign That Converts
We See You: Crafting a Student-Centric Campaign that Converts
When Columbia Southern University partnered with Evok, they weren’t just looking to drive leads. They were looking to build real connection. As a fully online university offering flexible, affordable degree paths for working adults, CSU had a solid value proposition. But in a space crowded with lookalike messaging, they needed something that didn’t feel like marketing.
They needed work that made people stop scrolling, stop doubting, and start seeing themselves as capable of earning a degree, with support the whole way through.
That’s where we found an opportunity to make a difference.
My Homework & Assignment
CSU’s challenge was multifaceted:
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Expand national brand recognition beyond their Southern footprint.
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Drive qualified prospective students through the conversion funnel.
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Align messaging across multiple media channels, TV, radio, out-of-home (OOH), digital, and social.
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Speak to a broad yet nuanced audience in an authentic, emotionally resonant way.
The opportunity was in the data. While most competitors leaned on generic messages like “You Can Do It” or “Start Today,” our research uncovered something deeper. Adult learners felt overlooked, overwhelmed, and unseen. They were working full-time, raising kids, managing debt, and still trying to believe they had time to go back to school. They didn’t need hype. They needed to be understood.
We saw this as a chance to create a campaign that did more than inform; it would recognize, validate, and empower.
Strategy: Personas That Mattered
We began by diving deep into student data and layering that with qualitative research, interviews, and stakeholder insights. What emerged was a set of richly detailed personas—each rooted in reality, not assumption:
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The Returning Student: Likely mid-career, uncertain about going back, motivated by unfinished goals.
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The Seasoned Transfer: Someone with credits in hand, but no degree in sight. Looking for a place to finish what they started.
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The Value Seeker: Budget-conscious and practical. Wants ROI on time, energy, and tuition.
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The Connected Professional: Balancing work and education. Seeks prestige without sacrificing flexibility.
From these personas, I helped lead the development of the campaign’s core concept: “We See You.” The line was more than a tagline—it was a positioning platform. It allowed us to call out, connect with, and uplift our audiences across every channel.
Creative Approach: Empathy Meets Execution
My role was to bridge strategy with storytelling. I led the creative direction in developing the narrative structure and tone across all mediums—ensuring the campaign was both emotionally resonant and conversion-minded.
We developed a flexible messaging system that started with powerful identifiers:
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“The Debt Doubter”
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“The Multi-Tasking Parent”
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“The Career Climber”
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“The First-Time Believer”
Each one acted as a mirror, speaking directly to a pain point, then pivoting to possibility. These were more than headlines. They were emotional access points that led into tailored stories, showcasing how CSU’s affordability, flexibility, and support could turn intention into achievement.
Every execution laddered up to a unified call-to-action: “See Yourself at CSU.”
This was more than clever phrasing—it was a reframing of the student experience. It positioned CSU as an institution that doesn’t just enroll students—it empowers humans.
Multi-Channel Execution
Regardless of where the audience interacted with CSU, whether through television, social media, digital video, audio streaming, billboards, or landing pages, the tone and visuals consistently maintained a warm, modern, clean, and above all, genuine aesthetic.
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TV/OTT Spots: Emotionally paced, visually diverse, and centered on internal monologues and moments of self-reflection.
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Radio & Streaming Audio: Conversational and intimate, with a voice that felt more like encouragement than sales.
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Digital & Paid Social: Platform-specific creative with persona-driven targeting—ensuring the right message hit the right user at the right time.
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Out-of-Home: Strategic placements in key regional markets (Jacksonville, FL and Columbia, SC) with quick-read headlines built around the “We See You” frame.
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Landing Page Design: A conversion-first experience that allowed prospects to explore CSU’s offerings based on their unique needs—be it flexibility, affordability, or personal support.
Every asset worked in unison. Every channel echoed the same truth: You are not invisible. We see you. And you belong here.
Multi-Channel Execution
The “We See You” campaign not only performed but also connected. It cut through the noise, built trust, and, most importantly, achieved results.
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92% positive response to campaign messaging across all surveyed channels
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82% of prospective students expressed interest in enrolling
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5% increase in national brand recognition
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40% and 36% brand recognition growth in key expansion markets (Columbia, SC and Jacksonville,
These metrics told one story: When people feel seen, they take action.
Why It Worked: Strategic Empathy in Action
This campaign was successful because we didn’t resort to platitudes. Instead, we crafted a system that enabled each prospective student to find themselves reflected in our messaging. The campaign’s effectiveness stemmed from our commitment to human truth, coupled with clarity, consistency, and care in our approach.
To me, “We See You” transcended its role as a campaign. It stood as a testament to the transformative power of emotionally intelligent branding, creative leadership, and strategic execution across various channels. It demonstrated that exceptional work goes beyond merely driving enrollment—it fosters a sense of belonging.
Creative Credit Notice: All featured work was created by Christopher Coppola during his tenure at Evok Advertising. Full rights remain with Evok Advertising. This site serves solely as a personal showcase of professional contributions and Photography was taken with Specticale Photo with Rich Johnson.