WEB, BRAND, CREATIVE DIRECTION
UW-STOUT Ready Campaign
A comprehensive undergraduate campaign, the Ready campaign mapped four years of digital and print communications for undergraduate students complimented with paid social and digital campaigns. Meant to drive prospective students down the enrollment funnel with personalized and relevant print and digital pieces, this was multi-department, collaborative undertaking.
Details
Communication mapping vendor partner: Statmats
Cross departmental and cross job-function effort with content support from program directors and consulting with Admissions.
Categories
Creative Direction
Print Design
Digital Marketing
Campaign Creation & Planning
Marketing Stategy
Branding
Direct Mail Component
The communication plan for traditional undergraduate students from inquiry to application included 12 print pieces, all tailored with messaging relevant to their stage of the student journey and their interests.
Email Component
The communication plan for traditional undergraduate students from inquiry to application included two email series that evolved depending on the prospect’s high school year. The Intro Series was triggered by the prospect’s entry to the funnel and the Sustaining Series was sent four times monthly with messaging that evolved as the prospect moved up grades. It also featured message for students broadly interested in an area of study, or career cluster, as well as program specific messaging for students further in along in their consumer journey.
The Strategy
The goal was to increase conversion for students as they move through the enrollment funnel and automate and map communications and promotional pieces to serve content that is relevant to the student and their parents depending on their interests and lifecycle status. This plan also eliminated overlap and miscommunication issues with the Admissions department by creating a completely integrated approach.
Additional components
- Google Ads campaign
- Social media campaigns
- Behavioral display campaigns
- Geofencing recruitment fairs
- YouTube Advertising
- Billboards
- Retargeting campaigns
This was an effort across departments and job functions that yielded results harnessing technology, content marketing, and creativity.
Proven Results
After debuting this campaign, UW-Stout saw record recruitment for the next two undergraduate classes as well as increased engagement with digital advertising, increased CTRs, longer page visits, and an increase in our prospect to applicant conversion rate.