CASE STUDY
PSEO Coalition
The Opportunity
Students are better equipped to make decisions about their future when they’re able to see precisely which college majors lead to which careers. The U.S. Census’ Postsecondary Employment Outcomes (PSEO) data makes that possible by presenting real-world earnings outcomes searchable by degree major, level, and institution.
The PSEO Coalition — a national alliance of higher education institutions, colleges, and agencies that represents over two-thirds of U.S. states — was formed to amplify this powerful data source.
However, without a strong brand identity or consistent communications stratetgy, it remained largely unrecognized outside of the existing membership. The Coalition saw a significant opportunity to build on its already-established network, professionalize its presence, ramp up member engagement, and grow its visibility.
CATEGORIES OF WORK
Branding
Communications strategy
Content creation
Creative design
Digital marketing
Messaging
Report design
Web design + development
The Solution
After conducting a full audit of the PSEO Coalition’s existing assets, Buoy began work on a comprehensive brand refresh. First and foremost, the new identity needed to be student-centered and data-forward. With that in mind, we focused on using bright, professional colors and designed a logo that encompassed the feelings of growth and development associated with graduation.
From there, we redesigned the PSEO Coalition website, featuring photos of real students from member institutions. The new site included a filtered library of PSEO data and reports, and interactive data dashboards, and a robust member portal with forums, exclusive content, and tools.
Alongside the brand and site work, Buoy developed a comprehensive communications plan for the PSEO Coalition. We designed a clean, user-friendly digital toolkit and launched a new LinkedIn presence to engage external stakeholders. Buoy also supported the annual PSEO Coalition Summit with a new sub-brand and a full suite of event collateral, from programs and signage to templates and swag.
The Impact
Since its relaunch, the PSEO Coalition has seen record levels of awareness and usage. Its expanded presence on LinkedIn is driving strong engagement, and website traffic has tripled. Furthermore, participation from members has more than exceeded initial benchmark goals. Buoy’s partnership with the PSEO Coalition will continue to grow in the year ahead, enabling them to reach students where it matters, with the data they need to improve their futures.
"Since partnering with Buoy for a branding and website refresh, our community is telling us that everyone is talking about the PSEO Coalition. Their team is not only getting us noticed and recognized, they’re our creative allies in crafting and sharing meaningful and resonant messaging to help us thrive in our work. "
— Gina Johnson, Director, PSEO Coalition