Icon Collective is a world renown music production school with impressive alumni and often a year-long waitlist for their brick & mortar. When they started an online program alongside their LA school, enrollment for the online class was lagging. By creating a foot-in-the-door introduction class, appealing to the personality traits of prospective students and highlighting their inner rock stars, we were able to create more chances to learn.
When students thought about Icon Collective, they thought: Los Angeles. How could ICON make their prospects as excited about the online program as they were about the LA experience?
We created an online introduction course to minimize friction for students who were not sure the program was right for them. We knew that a small taste would be enough to give them the confidence to tackle the larger programs.
Using identity marketing & labeling, we were able to help prospective students see the potential that was in them the whole time and enroll to follow their dreams.