THE CHALLENGE

Iowa State University came to us with a simple challenge.  More applications.  Simple, but challenging given the demographic trends in Iowa and surrounding states combined with increased competitive pressure from colleges and universities in its marketing area.

THE SMART

Brand planning research indicated students expect universities to have great professors, high academic rankings, campus activities, classrooms and job placement statistics.  They all do.  What they really want is an environment where they will feel comfortable as they grow, learn and discover their passion.  A place where they can enjoy their adventure.

THE BOLD

Enjoy your adventure.  We used student expectations of their college experience to drive admissions advertising.  Ordering pizza at 2 a.m., pulling an all-nighter in the library.  Meeting new friends.  Losing your voice at a football game.  Changing your major again, and maybe again.  Discover your potential, your passions and yourself.

THE WORK

TV Spots

Intro Brochure

Prospective students receive this brochure which highlights memorable moments they can expect at Iowa State University.  In subsequent message testing, students told the brand planner that the brochure stood out from competitive material and made them consider Iowa State University.  Some said it made them re-consider ISU.

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Theater Posters

Teens are difficult to reach.  These posters were developed for movie theater and in-school display.

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Outdoor

We surround the audience in many ways.  Outdoor helps reach kids on the go.

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THE RESULTS

• Spring 2006–6% increase in applications
• Fall 2006–Freshman enrollment up 4.3%
• Spring 2007–Applications up 12% from previous year
• Fall 2007–Freshman enrollment up 6.3%–Third largest incoming class in history.
• Spring 2008–Applications at a record level