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Enrollment Marketing Campaign Find Your It!
Marymount University, a small, Catholic institution, needed enrollment support for its bottom line and a marketing campaign that could raise its profile in the highly competitive Greater Washington, D.C. market. A primary strategy sought to broaden engagement with prospective students, parents and influencers.
Geared toward Gen Z and “young” millennials who want to do interesting things and go interesting places, an energetic Find Your it! campaign showcased Marymount Saints who had found their passion at the Arlington, Virginia, institution. A companion campaign invited the “old” millennials sector, including working professionals, to Pursue it! with an MU graduate degree and featured alumni career success stories.
The media plan integrated digital and traditional media. The former included targeted SEM that tightly filtered age and interest, mixed paid and organic social media via Pandora radio spots and campaign videos on the school’s website and YouTube. Traditional media ran the gamut from print publications to reach the target audience mix, and out-of-home transit ads at strategically selected Washington D.C. Metro stations.
An integrated social media campaign saw a significant uptick in engagement at every point of SM campus community interaction, incorporating a new listening strategy that garnered a dramatic 40% jump in Instagram followers within a year.
October 2017 1,848 | October 2018 2,585
Snapchat GeoFilters rose at nearly double rates as well, especially for pivotal events such as commencement with a total Reach of 17,115 and 33,017 Views.
Spring 2018 Undergraduate • Use Rate 46.6%
Spring 2018 Graduate • Use Rate 40.1%
All media was supported and complemented by a full academic year of collateral pieces for undergraduates and graduates throughout the decision process – from travel pieces to viewbooks to admitted student/parent guides.
- Campaign drove more than 200 conversions a month to MU’s website, with signups for campus visits, counselor contacts and information requests.
- First college applications increased 5.3%.
- Accepted transfer students rose 12%.
- Graduate applicants increased by more than 8%.