PeopleGrove sells SaaS to higher education institutions with students and alumni at those institutions its end-users. (More on the B2B here.) Essential to retention of the company’s university customers, therefore, is user adoption and engagement growth by end-users.

Marketing to users is complicated by a white label environment the brand operates in across universities (and universities themselves partner with the company in marketing efforts). Various levels of co-branding exist, and any advertising needs to align in some way to the customer’s own university branding.

To solve this challenge, my team’s approach was customizable advertising templates any of the company’s university customers could use across a variety of traditional and digital channels. Look, feel, and tone were born from a deep understanding of user motivations, and through variety, users could find messages that resonated with them.