Ardeo Education Solutions
Ardeo empowers higher education with Student Loan Insurance and Loan Repayment Assistance Programs. Rule29 conducted research and messaging for the launch, ensuring a strategic website rollout to reach their target personas and maximize the impact of their offerings.
Industry
Capabilities
Services Provided
Brand Audit
Messaging Strategy
Competitive Analysis
Material Audits
Interviews
Ethnographic Research
Market Research
Quantitative and Qualitative Research
Brand Story
Iconography
Custom Illustrations
B2C Website Design
Information Architecture and Sitemaps
SEO Strategy
Social Media Marketing
Digital Platforms
PowerPoint Presentations
Project Overview
Challenges
Ardeo aimed to broaden market by selling LRAPs directly to parents and students entering college
Expansion required comprehensive understanding of target personas, effective outreach strategies, and insights into genuine desires and needs
Strategy focused on reaching parents and students with compelling messaging about the benefits of LRAPs in college planning
Solutions
Rule29 shifted focus from product to inherent passion, based on thorough analysis of data and interviews
Findings highlighted the emotional aspect of pursuing higher education and the value of safeguarding passion
Crafted new messaging acknowledging financial concerns, embarked on creation of a new website to effectively communicate this message
Results
Strategic shift from product-centric messaging to passion-driven narrative yielded significant and positive outcomes for Ardeo
Rule29's analysis highlighted inherent passion associated with pursuing higher education, leading to revamped messaging
Revamped messaging tapped into emotional aspects of college journey and addressed financial concerns, proving highly effective
We started with research and strategy to understand Ardeo, its products, and customers.
We began by interviewing Ardeo employees which let us understand their goals, experiences, and thoughts about Ardeo’s products. From there, we lead in-depth interviews with parents of high school-aged students. These interviews dove into the concerns about the costs of college and their honest feedback about a product like Student Loan Insurance.
Once we completed the interviews, we needed to understand the feelings behind the Ardeo brand. We held a Brand Alignment Session with Ardeo C-Suite members where we dove into the 4Ps of a brand: purpose, personality, perceptions, and promise.
20+
Custom illustrations were designed to communicate the Ardeo process
200
Colleges and universities use Ardeo’s services
16.1%
Wouldn’t enroll in college without Ardeo’s LRAP*
*Based on a 2021 survey of 1,200 families of students at several institutions by Ruffalo Noel Levitz