Integrated campaign planning

Minnesota State Colleges and Universities, the third-largest system of state colleges and universities in the United States, needed support developing an enrollment campaign aimed at reaching transfer students in a five-state area. There were multiple key audiences—ranging from prospective high schoolers and their decision-makers to guidance counselors and nontraditional students.

My role
Campaign strategy, content development

Who
Minnesota State

A multi-channel approach

Leveraging a multi-channel approach was key to communicating with each audience and reaching multiple touch points with them in order to inspire action. Using simple key messaging that highlighted transfer program perks, the campaign spanned the digital and traditional advertising spaces, including:

  • Spotify

  • Google

  • Facebook and Instagram

  • Radio

  • Printed materials

The campaign resulted in a 275% enrollment increase over the pervious year and took home a Silver Quill Award from the International Association of Business Communicators.

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City of Lanesboro