HELPING A HIGHLY REGARDED AND WIDELY RESPECTED UNIVERSITY BECOME ITS BEST SELF
Despite its stellar reputation, 150-year heritage and diversity of degree programs, Washburn University was caught in an enrollment slump. Inconsistency across all facets of their branding and marketing strategies had set them behind the curve and left them in the midst of an identity crisis. The higher ed marketing experts at The frank Agency stepped in to help bring cohesion back to their brand. Not to mention smart marketing strategies delivering increased volume and decreased costs across inquiries, applications and enrollments.
If you have a strong brand, leads and enrollments will follow. To get to the heart of Washburn’s brand, we started with immersive, on-campus student and stakeholder research. These insights, combined with our unique 4D Branding process, delivered a complete architecture supporting all facets of the brand experience. The final result: a consolidated brand with a clear message and consistent identity that helped Washburn become its best self.
Washburn is leveraging the power of video to engage and ignite emotion with the student audience. Our storytelling approach helps potential students envision how they can “Be Their Best Self” while at the same time reinforcing the brand with current students and alumni. Not to mention the powerful opportunities for social sharing, video ads and website content that will help advance Washburn with new student applications and enrollments.
Custom audience and look-alike targeting strategies across digital campaigns allow us to reach high-potential students, then drive traffic to conversion-focused campaign landing pages.
Connecting with potential students on social media is a key driver of inquiries and applications. Paid social across Facebook and Twitter uses sophisticated targeting to key in on specific messaging and be in front of Washburn’s best prospects.
Conversion-Focused Landing Pages
Campaign landing pages extend Washburn’s brand while working hard to nurture inquiries through the enrollment funnel. Designed to help pre-qualify leads and get across key selling points on individual programs, these campaign elements help convert potential students while delivering a streamlined user experience.
Direct mail reinforces the brand and keeps the touchpoints going throughout the entire student journey, nurturing leads from inquiry to application to becoming new Ichabods.
From the ballpark to the football field and other campus sporting venues, students and fans continue to experience the Washburn brand at all touchpoints.
Getting on potential students’ radar, then nurturing them through to new enrollments, is an ongoing process. In today’s hyper-competitive higher ed environment, Washburn’s recruitment materials reinforce the brand essence and promise with cohesive and engaging creative and messaging.