Higher Education Expertise
Simply being smart doesn’t cut it anymore.
Today’s students have more choices than ever when it comes to getting their education. Cutting through the clutter and showing your school’s true value requires authenticity, empathy and ingenuity.
In the examples below, we demonstrate how to introduce a school to a brand-new audience and breathe new life into a brand students are familiar with.
WGU Texas: By Texas. For Texas.
Western Governor’s University is an online, non-profit university that exists by gubernatorial decree in the states in which they operate. And despite decades of success in places like Oregon, Colorado and Washington, when it came time to open their virtual doors in Texas they found themselves an unknown player in an increasingly noisy category thanks to competitors like University of Phoenix.
Step 1: We developed a strategy and tone of voice that reassured prospective students that WGU Texas was created by the state of Texas, for Texans and wasn’t some opportunistic out-of-towner.
Step 2: Since success was measured on the number of leads and applications, we mined multiple data sources to create heat maps down to the zip code level of areas with folks more predisposed to adult learning and seeking their degree. These were segmented further with divisions between undergraduate and graduate interest. This rich data and information allowed us to implement a unique and highly-targeted media plan with very little waste and a high degree of engagement.
Step 3: Launch the creative and speak to prospective students in manner that motivates them and relates to their Texas-ness.
Everything’s bigger in Texas. Even the results.
WGU’s launch in Texas was their most successful state-wide opening to date.
- The day the campaign launched, the response was so overwhelming that the number of web leads coming in far exceeded both expectations and capacity and crashed their servers. Keep in mind that this is an online university.
- In just two months, the campaign generated 50% of their annual lead gen goal.
- By the end of year one, WGU Texas had significantly outperformed other WGU state schools.
Texas Wesleyan University: Smaller. Smarter.
A small university with big ambitions, Texas Wesleyan was committed to leveraging its accessible size as its biggest strength. While the university had been around for many years and familiar to the community, the “Smaller. Smarter.” campaign gave a relevant and engaging voice to the school and was immediately embraced by faculty, students and prospects. The key was using creative that spoke to prospects in a way that was smart, witty and hammered home the tangible difference a smaller, more focused environment can have on their futures.
Bigger, better results.
The goal of this campaign was certainly to increase the number of applications, but also to increase their admissions numbers and grow the university with quality applicants.
- First year of the campaign saw a +58% increase in applications, and an +11.5% rise in admissions.
- Second year saw an almost +17% increase in applications and an incredible +22.4% rise in admissions.
- Overall, there was an increase in the quality of both applicants and admissions from students with higher grades and test scores. This secondary goal helped to greatly enhance the universities reputation among future prospects.