Nazareth College Undergraduate Admissions
The evolution of Nazareth College’s undergraduate admissions and enrollment strategy has produced strong results — and growing numbers — for the institution. The institution recently underwent a rebranding process that established a new position statement and brand promise, and identified four brand pillars: challenge, innovation, preparation and connection.
Nazareth turned to Zehno to re-develop its admissions communications plan and the necessary tools to make its brand memorable and benefits apparent to potential students and their parents, as well as to use interactive communications more effectively.
The first wave of the campaign included a three-part search campaign that used a direct mail, email and a web catch page. These materials blend a fresh color palette and story-driven copy to showcase Nazareth’s close-knit community, challenging academic programs and strong culture of service. Our work continued with the redesign of the undergraduate admissions website and creation of a series of “magazettes” that have replaced the typical viewbook and other brochures. Content for each issue is editorially driven, with strong tie-ins to the web, including social media such as Facebook, Flickr and YouTube.
In the time since the first tools of the award-winning admissions campaign launched, Nazareth has watched its applications rise 26%. As would be expected, this allowed Nazareth to drop its acceptance rate by 10 percentage points. Target audiences have also responded with more applications — the representation of out-of-state applications as part of the overall application pool grew by almost 5%, and the representation of applications by underrepresented minorities has grown by almost 6%.