STRATEGIC BRAND POSITIONING BOOSTS

STUDENT ENROLLMENT

AT PUBLIC UNIVERSITY

Capability: Market Communications Market Insight Market Strategy

Business Objective

  • Increase in-state enrollments by attracting students away from the other two state universities

Strategy

  • Identify perceptions from current student body, prospective students and influencers
  • Re-position the institution from the smallest state university to “the right fit for in-state students”
  • “Create Your Masterpiece” – a fully integrated campaign including print, advertising, direct response and supporting collateral

Results

  • Increased enrollment 3-5% depending on year and media spend
  • Campaign produced an enhanced reputation with prospective students and influencers as well as increased pride among the current student body, faculty and staff
  • Campaign success resulted in a 50% increase to the marketing communication budget
School building

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