University of Southern Maine
Using bold and disruptive messaging, this campaign set out to inspire prospective students during the pandemic to think about their future careers and reengage in school.
Award Winning
INDUSTRY
Education
Case Study
Case Study
challenge
With enrollment continuing to decline across public universities in Maine during the pandemic, USM needed to inspire prospective students who have had their lives on hold to think about their future careers and reengage in school.
strategy
Position the University of Southern Maine as the transformational, optimistic, and forward-looking university choice in the region. The media plan needed to have effective timing strategies, platform tactics, behavioral and interest targeting in place while reaching key intended audiences.
execution
Messaging and creative was bold and disruptive. The campaign highlighted words of affirmation and action students could attain through education. Funnel strategies and tactics which worked to attract, engage, and convert key audiences. We established approaches for a cross-channel, full-funnel media strategy to build mass awareness.
outcome
In the fall of 2021, USM welcomed its largest class of incoming students and one of its most geographically diverse and academically accomplished cohorts in its history, a 23% increase from 2020 and is 3% higher than the recent high set in 2018.