We've achieved big results in all sorts of industries. Some of our biggest successes have been in these four categories.
Case Study: Nova Southeastern University
Nova Southeastern University (NSU), the nation’s eighth largest not-for-profit, independent university, asked us to create an advertising campaign that would drive inquiries and applications from prospective freshman students.
After extensive research, we discovered that NSU’s reputation for graduate and professional programs is well known, but they needed to grow awareness of undergraduate programs among prospective students and their parents. Research also revealed that prospective undergraduates want to hear from real students, see campus life and learn about the full range of opportunities available at NSU. We also discovered that parents want to know their children will be safe while they’re away from home. All of these discoveries guided the direction of our creative concept.
In a crowded and expensive media market, we knew our campaign needed to stand out, so we opted to engage our target audiences of high school juniors and seniors and their parents, through memorable music that created a clear and differentiated brand.
The first marketing campaign, which included TV, radio, an undergrad microsite and digital campaign, resulted in significant increases in many key metrics that helped the University increase the number of students applying to and enrolling at NSU, including the highly coveted full-time residential students.
Inquiries were up 35 percent over the previous year and applications increased 3.8 percent. First time college student enrollment increased seven percent, traditional transfer student enrollment increased 17 percent and enrolled undergraduate students increased 6.7 percent.
Using these metrics, the agency helped further define the University’s brand positioning in the crowded higher education space. New positioning better leveraged the equity in NSU’s graduate and terminal degree programs. When tested with prospects, 91 percent said it reflected a college that they would be interested in.
New brand creative was developed and media strategies were modified to focus heavily on digital to create greater reach and engagement with the target audience. As a result, NSU has seen double-digital increase in awareness in key markets. And from 2011 (before Fahlgren Mortine was hired) to 2014, the number of prospective freshman inquiries has grown an incredible 57 percent.
Check out more of our thoughts on and experiences in Education on our blog.
National, third-party recognition for the results we’ve achieved in the education category:
- The Holmes Report, Gold SABRE Award, Kent State University, Experience for Life Corporate Reputation/Institutional Image campaign
- CASE Circle of Excellence Bronze Award, Denison University, TheDEN
- Web Marketing Association, WebAward, Denison University, TheDEN
- Educational Advertising Awards, Nova Southeastern University, undergraduate branding campaign elements