The Request: Create a visual narrative and branding campaign around offering a scholarship to women for long-form tech education courses.
The Narrative: The See Her Excel (SHE) Scholarship name derived through wanting to encourage propelling women forward and helping them take their first step towards pursuing a career in tech.
The Visuals: A dynamic collection of historical women pioneers such as Ada Lovelace, Grace Hopper, etc. juxtaposed in a grid with present day students. Together the grid creates cohesion across generations of women making advances and shows the magnitude of collective contribution.
See Her Excel: Tote Developed for brand awareness to the campaign.
See Her Excel: Landing Page Designed the scholarship's landing page pairing with a marketer and copy writer. Created in the platform Unbounce, the page from top to bottom: displays a high-level description of the offer paired with a dropdown lead form, highlights narratives of women featured in visuals of the campaign, an eye-catching elegibility banner, and descriptions of the courses this scholarship is available for.
See Her Excel: Google Display Network Paid Ads Created two sets of scholarship creative to test against eachother. Once tested, the winning concept paired with creative between the ad on the left (animation of rotating photography, straight forward language) and the ad on the right (colorful background with aspirational language highlighting YOU could be the next leader in tech by learning these offered skills), the ad on the left performed better. These results could be based on the inclusion of photography of people and the eye-catching rotation of the .gif.
