About the Episode
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About the Episode:
Most higher ed campaigns play it safe—and end up milk toast. In this episode of Talking Tactics, Safaniya Stevenson sits down with Baldwin&’s Ashley Yetman and Emily Watson to unpack why bold ideas beget bold design. Partnering with the North Carolina School Board Association on a hearts & minds campaign, they leaned into disarming nostalgic illustrations and creator collaborations to humanize messaging. They reveal how taking creative risks can unite communities, energize audiences, and spark real impact in education marketing.
Key Takeaways
- Shift from selling features to selling purpose: Instead of focusing on individual public school benefits, Baldwin& reframed the campaign around the public good of public education — a universal truth that resonates across communities.
- Illustration over photography unlocks inclusivity: Using animal illustrations allowed the campaign to feel whimsical, nostalgic, and universal, avoiding the pitfalls of representation politics.
- Bold ideas beget bold design: Fear of risk leads to “milk toast” creative. Great campaigns embrace strong points of view — and win loyalty through emotional resonance.
- Creator marketing has a place in education: Thoughtfully curated influencers helped expand reach, especially among younger audiences, without overshadowing the core campaign message.
- Donated media and viral traction validate strategy: From donated billboards to organic media pickup, the campaign’s creative strength inspired cross-channel momentum that can't be bought.
Why Did the North Carolina School Boards Association Launch a Statewide Awareness Campaign?
The North Carolina School Boards Association (NCSBA) needed to rally support across the state for public education — but not in the traditional “school promo” way. Their goal? Reframe public education as a public good — something that benefits everyone, whether or not your child attends public school. From dentists to delivery drivers, the campaign sought to make people realize how deeply intertwined their lives are with public education outcomes.
This insight marked a strategic pivot. Rather than push features or stats about individual schools, the campaign elevated the conversation — from local benefits to shared societal value. This approach neutralized divisiveness and united communities under a single message: we all benefit from strong public schools.
How Do You Visually Represent a Statewide Message Without Alienating Anyone?
Photography was ruled out early. Why? Because trying to visually represent everyone with photos almost always results in someone feeling left out. The solution? A whimsical, inclusive, and nostalgic design system built entirely around animal illustrations.
From giraffes (inspired by the NC Zoo) to cryptids like Bigfoot (a nod to a local museum), the visuals avoided literal representation and instead evoked emotion. The illustration style was simple, friendly, and evoked childhood nostalgia — a creative decision rooted in deep empathy and strategy.
The typography and color choices were no afterthought either. They delivered bold, confident messaging — but through a disarming aesthetic. The campaign invited viewers in, rather than confronting them with divisive visuals. And most importantly, it visually matched the campaign’s strategic POV.
How Did Baldwin& Avoid “Milk Toast” Creative in a Risk-Averse Industry?
Higher ed and adjacent institutions can be notoriously conservative when it comes to creative risks. Baldwin& tackled this head-on by anchoring everything — from strategy to design — in human truth. Their belief? People are drawn to brands (and campaigns) that know who they are and stand for something.
This meant embracing a strong POV. Yes, it might alienate some. But more importantly, it would deeply resonate with others. The agency also ensured alignment between strategy and creative — a tactic that helped stakeholders move past their initial fear and buy into the bold vision.
In practice, this looked like refusing to water down the concept. The animal illustrations stayed. The vibrant colors stayed. And the message — that public education is for everyone — remained front and center.
Why Use Influencers for a Public Education Campaign?
Influencer marketing isn’t just for eCommerce brands or lifestyle products — Baldwin& made a compelling case for its role in public-sector marketing. In this campaign, creators were thoughtfully selected based on geography, relevance, and their existing tone around public education.
They weren’t just pushing content — they were extending the campaign’s reach organically. Teachers from Eastern and Western North Carolina shared the campaign content with their audiences, reinforcing trust and relatability. The agency emphasized that influencer engagement is no longer optional; it's a “price of entry” in today’s media landscape.
By ensuring that influencer content complemented (but didn’t define) the campaign, Baldwin& balanced innovation with control — and avoided the pitfalls of putting creators at the center of a brand story they didn’t build.
What Results Did the Campaign Generate?
Impact was felt on multiple fronts — qualitative and quantitative. First, a presentation of the campaign to board representatives from every school district in North Carolina received widespread support. This validated the strategy and emotional resonance.
Next, earned media and engagement numbers followed:
- 30+ million impressions from paid, organic, and out-of-home media
- Billboards donated by media companies due to the strength of the concept
- Increased social engagement — including more positive commentary and less divisiveness
- Influencer amplification led to higher reach and authentic community discussion
- Dozens of media pickups across North Carolina, signaling strong PR value
Perhaps most meaningfully, the campaign sparked emotional feedback from teachers, who finally felt seen, celebrated, and advocated for.
Connect With Our Host:
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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