Overview
Unity College is a non-profit institution with a distinctive approach to learning to provide students with an exceptional, high-quality education, enabling them to drive real change with leading-edge knowledge and expertise.
Our team worked with Unity College to uncover key messaging points for their audience and used digital advertising to drive online student recruitment.
Online student recruitment was a focal point of Unity College’s strategic plan. We started with a Strategy Discovery project in which we uncovered a few key messaging points. One of them, “this is your classroom” became a winning tagline that showcased Unity’s unique outdoor, hands-on learning approach to environmental sciences and the beautiful photography many of their students are able to take.
Our next challenge was to take that messaging to digital channels to drive student recruitment.
To reach a specific pocket of soon-to-be college applicants, we turned to Pandora. In addition to the ad creative, script writing and overall media negotiation, we created a mobile-friendly landing page encouraging prospective students to schedule a 15-minute conversation with an admissions counselor. From previous campaigns, we learned that a single page, long-scroll format worked the best, paired with beautiful imagery from Unity College’s outdoor classes and unique student activities.
We generated over 1.2 million impressions and drove over 7,500 people to Unity College’s website.
Over a series of branding campaigns, we were able to improve the quality of website traffic as well as dramatically increase total traffic by 33% (237,148 vs. 178,373 unique sessions) with out-of-state traffic increasing by 52% with key states increasing by nearly 4x.
