University of Tennessee
Expanding UTK’s Digital
Learning Presence with aVols Online Campaign
Expertise
Brand Strategy, Creative, Digital Media, Video Production
Industries
Education
Amsive partnered with the University of Tennessee to help amplify awareness and enrollment for its premier digital learning option, Vols Online.
11
Programs
70
degrees and certifications
1
unified brand experience
THE CHALLENGE
The University of Tennessee, Knoxville (UTK) launched Vols Online, a dedicated digital learning division offering undergraduate, graduate, and certification programs. The challenge was to:
Build Awareness
Introduce Vols Online to potential students while maintaining UTK’s established brand identity.
Drive Consideration & Enrollment
Reach busy professionals and adult learners who need flexible education options, generating qualified leads that convert to enrollments.
Unify Data
Centralize fragmented marketing data across departments and improve marketing performance
THE STRATEGY
To position Vols Online as a high-quality, flexible education solution, we developed a brand and creative strategy that aligned with UTK’s identity, while establishing a unique voice for the online learning division. Then, we built a marketing machine to share the news.
Brand Messaging & Positioning
We crafted a simple sell: For those looking to further their education but need the flexibility of online options, Vols Online brings the Volunteer spirit, community, and accredited degrees right to your door – or anywhere.
Creative Concept
The empowering tagline, “With Vols Online, you can do virtually anything,” emphasized that students could pursue their degrees without sacrificing their existing commitments.
Singular Strategy
A unified marketing strategy ensured UTK competed head-to-head with both traditional and online-first universities, reaching the right prospective students.
THE SOLUTION
We launched an integrated campaign that introduced Vols Online to ideal prospective students:
CTV Video Ads
Built brand awareness through engaging storytelling
Social & Display Ads
Targeted potential students to drive engagement
Program-Specific Creative Templates
Provided a scalable framework to promote individual degree offerings
Enrollment Data Capture
Ensured all student data points were captured across multiple domains
Measurement & Optimization
Refined audience segmentation, targeting and creative from data insights
THE RESULTS
UTK Excellence. Now Online.
The campaign successfully introduced Vols Online as a premier digital learning option while reinforcing UTK’s legacy of excellence.
By blending brand awareness with targeted lead generation, we helped lay a strong foundation for future enrollment growth.
11
schools
70
degrees and certifications
1
unified brand experience