Engaging the new generation with army8
A few details
CampusWell is an interdepartmental platform that helps schools promote positive wellness behaviors by providing content that touches on the eight dimensions of wellness. CampusWell understands the strong link between student wellbeing and learning behaviors and their goal is to provide students with resources that help them thrive. Through the years, CampusWell’s services have been enjoyed by over 400 universities across the United States and Canada.
How we solved it
CampusWell has seen steady growth since it was founded but its CEO expressed a desire for expansion in the hopes of reaching more students. A longtime client of army8, CampusWell did not hesitate to express this new goal to the team.
army8 took this challenge head on by first analyzing the current data and strategies of CampusWell while also studying the current behaviors of the platform’s target audience – high school and college students. This review led army8 to discover that students were slowly venturing out of checking their university emails and were using other platforms to gather new information.
A New Perspective
To increase CampusWell’s engagement and readership among this target market, a new messaging channel strategy needed to be put into place. Led by army8’s Chief Digital Officer, Josh McKelvey, a new strategy focused on “younger” digital channels such as Snapchat was created, “Just like the technology they were born with, CampusWell’s audience assimilates to new digital channels quite easily. A few years ago, they were on Facebook but through research and a few test runs, we discovered that a majority of them were on Snapchat so we shifted our focus to this channel and the results were astounding for CampusWell.”