Undecided College Student
Challenge
Mount Mary University was first in the Midwest to focus exclusively on educating women; innovation has been a part of their culture since they opened their doors. So it comes as little surprise that when they wanted to create a yearlong program to help undecided students find a major, and stay on track to graduate on time, the program would be the first of its kind. Time to let the world know.
Solution
2 MONTHS In that amount of time, Mount Mary received more commitments and inquiries into attending the university than it had the past three years combined. VIDEO PRODUCTION We joined forces with an animation partner to direct two 30-second spots, hitting the airwaves and the web, spreading Compass Year into key markets through the right social media venues. DIRECT MAIL We put together a direct mail piece aimed at influencers in our target's lives, from guidance counselors to parents. This mailer focused on the visual element of going from UNDECIDED to UNSTOPPABLE, a key theme for the campaign. We also built a program landing page, funneling interested prospects into the right calls to action.
Results
BOTTOM LINE In a word, the campaign has been UNBELIEVABLE. In five months, the initial 30-second spot was viewed, in its entirety, over 1.3 million times, and its Snapchat counterpart produced a 1.63% swipe-up rate. Our landing page attracted nearly 10,000 unique visits and is generating campus tours and fantastic engagement.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.