Next Steps Idaho
Welcome to What If, Idaho.
This campaign relies on a well developed creative and media strategy and flexible creative production to continue to deliver this integrated campaign. Next Steps has evolved to serve students and adults alike, as well as parents, educators, and career advisors.
Broadcast Content We developed multiple edits for both traditional broadcast and all social and streaming channels.
Radio
Digital Content In production, we were especially considerate of the need to be as efficient as possible with our content. We captured a broad range of audience types and “What If’s” to be used in targeted social throughout the year.
Next Steps Idaho
Brand Site https://nextsteps.idaho.gov/
2021 Campaign 2021 Campaign “What if” Launch
2021 Campaign 2022 Campaign “Welcome to What If, Idaho”
The Challenge
The Idaho State Board of Education (OSBE) and S360 created the Next Steps brand and site, a one-stop postsecondary education resource that considered the unique needs of Idahoans and that was scalable to evolve with the education and workforce development programs over the years. Strategies 360’s advertising objective: get more Idahoans to consider and eventually enroll in postsecondary education, and develop an integrated and flexible strategy to grow with the program.
Why S360
S360 was uniquely suited to develop the Next Steps research, brand, communications, website, and marketing program. With an office in Idaho, a strong understanding of the workings of the state government and funding, and a cross-disciplinary team at the ready. S360 was uniquely qualified to not only create, but to also maintain and promote this project.
The Approach
S360’s initial research and brand development has remained the cornerstone to the work that has been created over the years, laying the groundwork for a consistent and unique voice across channels and content. We have honed a unique advertising voice for our brand with the “What If” campaign, essentially giving Idahoans permission to imagine all the possibilities available to them. This integrated campaign relies on a sharp media strategy and flexible creative production to serve our diverse target audiences. Next Steps has evolved to serve students and adults alike, as well as parents, educators, and career advisors. With a small marketing budget we continue to develop inventive integrated media plans that consider all paid, owned, and earned opportunities to drive traffic and encourage engagement with Next Steps Idaho.
Why it Worked
The work we have done on Next Steps Idaho has been a hallmark of our education practice statewide and a source of pride for our team and our firm—we have seen the efforts of our collaboration with OSBE bear fruit. While our web engineering team continues to develop innovative tools to help Idahoans, our advertising team continues to develop a nimble and responsive content strategy to create unique messages for disperate audiences.
The Next Steps Site has seen an increase in new visitors of over 20% year over year since its inception.
Scope and Services
Advertising
Brand strategy
Communications
Design and content development
Digital marketing
Paid media strategy and management
Research
Video and audio production
Web development and engineering