client challenge
- Freshman enrollment rates were decreasing.
- Our client was clear on their target but unclear on how to get into their college consideration set.
decision point approach
- We conducted qualitative and quantitative research to understand the perceptions of the key constituencies – high school juniors/seniors, guidance counselors, parents, alumni and community residents.
- We collaborated with our client’s advertising agency to develop messaging based on insights from the research. We tested and refined advertising options in qualitative sessions with prospective students.
impactful solutions
- Identified where the university had awareness issues and where they had perception problems.
- Translated the research into creative direction for our client’s advertising agency based on what was most compelling and motivating to each target audience.
- Recommended changes to how, when and where our client interacted with key constituencies based on what we learned.
client success
- The university adopted a new strategy for increasing enrollment.
- The university used insights from quantitative and qualitative research to get the buy-in needed to fund the targeted ad campaign.
