26 Mar VSU Ignite Campaign
We love creating marketing campaigns – taking our ideas and stretching them over all mediums. It’s like watching a flower open to full bloom. When Valdosta State University approached us, our charge was to increase awareness and enrollment. Our first order of business was to bring in our big research guns. Our team interviewed students and their parents, conducted focus groups with professors and college counselors, and finally, asked alums about their experiences. We gathered all of Valdosta State University’s data from throughout their market, which covered wide swaths of the southeast. From there, we went about designing an awareness campaign called “IGNITE!” that spread like wildfire – over the website and in digital ads, in targeted publications, through direct mail and through inter-departmental collateral. We put the message on TV and on billboards as well as on banners for conferences and in high school stadiums. We even wrote a cheer for VSU’s football team. “I had no idea this was such a beautiful place,” is what we heard when we got our prospects to visit. “What a great college town” and “VSU is HOW close to the beach?!,” one interested high school senior asked. Our marketing campaign created a new excitement, not only with prospects but also with the current and past students, and with staff and the professors.
Mary Gooding, VSU’s Director of Marketing, wrote, “You guys turned us upside down, which was exactly what we needed and we ended up with a very ‘ownable” institutional identity and creative campaign that drove enrollment. And on top of that, you worked diligently to get all the varied constituents moving in the same direction…no small task!”