SUNY Brockport Defying an industry-wide drop in enrollments
Parents and students often struggle to navigate paying for higher education—a challenge of its own. Combine that confusion with a global pandemic, and indecision becomes no decision. SUNY Brockport knew the way students “do” school had to pivot as options and flexibility grew more in demand than ever before.
Services
- Brand foundation + message
- Media strategy, planning + buying
- Primary + secondary research
- Campaign optimization + reporting
With the goal of increasing university applications, this marketing campaign executed tactics focusing on conversion
The goal was clear: Defy the national trends and increase undergraduate and graduate applications. SUNY Brockport cut through the noise by focusing on quality and costs, and “Excellence Within Your Reach” was born. The campaign launched with a strong mix of online and offline tactics focusing on conversion, and it delivered.
Results
- 40% increase in undergraduate applications
- 22% increase in undergraduate deposits YOY
- 25% increase in graduate deposits
- 6% increase in graduate applications
Marketing campaign imagery of the SUNY Brockport campus
Client Testimonial
“Lofty goals were set and we surpassed them. We couldn't have done it without the team at DS+CO.”
Key Elements
- Surveys + IDIs with staff, students + alumni
- Identification of SUNY Brockport’s brand foundation
- Research into audience, industry + media use
- Paid media that surpassed all industry + baseline metrics
- Enrollment of SUNY Brockport’s largest freshman class in 50 years