Case Description
The Challenge:
Define the “new UNiDAYS” within the minds of gen Y & gen Z college students and brand partners.
The Situation:
UNiDAYS partners with fashion, food, music and tech brands to bring exclusive discount offers to college students. They have successfully scaled their business to over 100 markets by saving students money and connecting brands directly to the coveted Generation Z consumer segment. But, in order to continue growing, they need to determine what comes next.
Currently, they’re only seen as a discount code.
Because of their limited product offering, UNiDAYS’ current brand experience does not inspire anything beyond a discounted purchase.
UNiDAYS is so focused on helping their brand partners’ reach their goals, they have not had the time to establish a more authentic relationship with students.
The Opportunity:
To guide the UNiDAYS’ brand promise beyond savings, we asked: What if UNiDAYS could truly reflect what it means to be a college student?
The Solution:
Relaunch with a new brand and a digital platform experience that empowers college students to make the most of their college years.
THE RESEARCH
UNiDAYS BRAND STRATEGY
TARGET MARKET: GEN Y + GEN Z STUDENTS IN THE US, UK & AUS.
College students are in the most transformative stage of their lives. They are…
Living independently.
Students are living away from home for the first time and paying their own bills. They need to save money, but they don’t want to miss out on anything.
⟶ How might UNiDAYS support students as they become financially independent?
Overwhelmed with choice.
College students are finally free to make choices about how to spend their time. With limitless opportunities, it is easy to get overwhelmed.
⟶ How might UNiDAYS make it easier for students to try new things?
Unsure about the future.
Students might make a four-year plan during orientation, but they rarely stick to it. Each person’s idea of what comes after graduation is constantly changing.
⟶ How might UNiDAYS build students’ confidence as the countdown to graduation begins?
THE STRATEGY
UNiDAYS BRAND STRATEGY
BRAND STRATEGY 1-LINER
THE BRAND PROMISE
UNiDAYS BRAND STRATEGY
THREExTHREE BRAND PILLARS
In order to deliver the brand promise of The New UNiDAYS, our team created three brand pillars for for student messaging, and three brand pillars for partner brands — all of which come to life in a comprehensive digital experience university lifestyle platform:
UNiDAYS saves students money because the further their money stretches, the more they can experience.
UNiDAYS gives students opportunities to gain real-world experience so they can learn by doing.
When students SAVE and EARN with UNiDAYS, they realize who they can be in the future.
UNiDAYS simplifies the process for partner brands looking to have access to the student body of gen. y and gen. z.
UNiDAYS makes it easy for students to warm up their interest in opportunities to collaborate with their favorite brands in the future.
Through this reflective platform that respects the students current needs and future potential, both partners and students thrive.
DIFFERENTIATION
UNiDAYS BRAND STRATEGY
COMPETITIVE ANALYSIS & KEY POINTS OF DIFFERENTIATION
POSITIONING
UNiDAYS BRAND STRATEGY
PERCEPTUAL MAP
BRAND PARTNERSHIPS
UNiDAYS BRAND STRATEGY
PARTNERS WITH RELATIVE TARGET MARKETS & STRATEGY ALIGNMENTS
SAVE
Integrating Qapital into the platform will enable:
Students to experiment with fun ways to save
Partners to benefit from attention of their brand and potential conversions to their platform from the customer bases other savings account
EXTRA: joint venture development opportunity to expand the capability of the platform to share tools for learning financial literacy
EARN
Integrating fiverr into the platform will enable :
Students to find freelance opportunities after they’re done shopping for their favorite brand
Partners to benefit from a larger integration of a shared target market
ENRICH
Integrating remote year into the UNiDAYS platform will enable:
Students the chance to think about new travel destinations after the’ve made it through graduation
Partners to leverage the customer base and get them thinking sooner about this alternative commitment that could change the direction of their future
THE CREATIVE
( DESIGNED & DEVELOPED BY JOELLE HALLE ) UNiDAYS APP
UX EXPERIENCE FOR STUDENTS
Track savings & set goals
Keep track of your recent perk redemptions and bucket saved money towards pre-set goals thanks to a partnership with Qapital.
#SAVE, #ENRICH
Discover deals
Browse current offers organized by lifestyle bundles, curated collections and deal category.
#SAVE
Gain real world experience
Get access to scholarship and internship opportunities sponsored by UNiDAYS Brand Partners. Connect with students on your campus who are looking for work or need a job done.
#EARN
Get advice from experts
Learn about financial health, personal growth and professional development from UNiDAYS Brand Partners and students like you.
#ENRICH
THE CREATIVE
( WRITTEN, DESIGNED, DIRECTED AND PRODUCED BY COPYWRITER SEAN JOHNSON AND ART DIRECTOR DAKOTA WARD )UNiDAYS ADS
INTEGRATED MARKETING + DIGITAL ADS CAMPAIGN
THE CREATIVE
SPOTIFY AD VIDEOS
THE CREATIVE
DIGITAL MARKETING: SPOTIFY ADS
THE CREATIVE
DIGITAL MARKETING: BANNER ADS
THE CREATIVE
SOCIAL MEDIA CONTENT: INSTAGRAM & TWITTER
THE CREATIVE
OOH MARKETING: ON-CAMPUS DIGITAL SIGNAGE
THE CREATIVE
MARKETING MATERIALS: STUDENT STARTER PACK
MY WORK
Brand Strategy
Market Research ( Company, Consumer, Category, Culture )
Insight Generation
Target Market Analysis
Competitive Analysis
Positioning + Perceptual Map
Differentiation
Tone of Voice
Key Messaging: Promise + Pillars
Creative + Channel Strategy
Client Relations
Creative Direction
THE TEAM
Case Study Written by Joelle Halle - User Experience Designer
Dakota Ward - Art Director
Imani Lee - Strategist
Merdith Makhoul - Strategist
Sean Johnson - Copywriter
Alexander M. Whiteway - Creative Brand Manager