Creative Director: Tim Hackney
Copywriter: Katy Johnson
Art Director: Scott Kramer
Let’s be honest: higher ed is a difficult market right now. Every institution is looking for quantifiable data for how to best connect with students and their parents: Should we use Snapchat? Is print dead? And every institution wants proof their marketing plan is strategically sound: Should we lower our admissions requirements? Is a drop in tuition a death sentence? When SVSU approached our team, they were asking the same questions. So we brought in a strategy partner, rolled up our sleeves and got to work.
After mapping the intricacies of what made SVSU unlike any of their competitors, I was tasked with refining a message that only SVSU could own. The data showed that students who picked SVSU longed to join a community—they valued success, but they wanted it paired with teamwork and personal relationship with their professors and classmates. So we launched the “We” campaign across video, print, radio and social media, and we’re now turning our attention to implementing the campaign on the web.
A little over a year in, I’ve worked to reestablish the brand and completely retooled the school’s admissions funnel. In the first year of the campaign, SVSU logged more prospective visits, more summer orientation registrations and a significant jump in favorability ratings among students across the state. And in comparing enrollment prospects for the current year, applications are up over 2,000 students and new admits are up over 1,000 students from where they stood last year at this time. And from our perspective, that's just the start of where SVSU can go.