St. Ambrose University
Challenge
St. Ambrose University needed to redevelop its brand to position itself counter to public and online institutions competing at a lower price point. Its graduate programs had struggled to gather the content and stories that would demonstrate the relevance and value of its programs. On the undergraduate side, recruitment was a highly personal experience capped by the campus visit. However, the dedication of the admissions team had long outpaced the tools available to them.
Solution
Zehno worked with St. Ambrose to complete surveys to understand audience perceptions and needs. We also conducted a brand audit and interviewed campus stakeholders and faculty. The subsequent brand platform and Goal/Reality brand creative campaign are based on what that research revealed: St. Ambrose needed to better communicate the benefits and “extras” students (and graduates!) could expect.
The Goal/Reality juxtaposition is action-oriented — although a student’s aim is one thing (ex. the right fit), St. Ambrose will give them something unexpected and meaningful (ex. a second family). Different aspects of individual student stories are highlighted in multiple channels.
Results
In year three of the initiative, St. Ambrose has re-launched its brand and rolled out fresh new brand and admissions marketing materials — billboards, radio advertising, a new website and content management system, undergraduate tools and a suite of graduate brochures.
“The results to-date have been excellent, helping us to recruit an undergraduate class that surpassed expectations in numbers and academic quality this past fall,” said Linda Hirsch, assistant vice president of communications and marketing at St. Ambrose. “We are also getting strong anecdotal feedback that this work is making a positive difference for our overall brand image and awareness locally and regionally.”
Enrollment for incoming first-year students is at an all-time high, and graduate program inquires and applications have seen remarkable upticks. The entire brand campaign earned a Sweepstakes Award in the CASE District VI Institutional Awards, and the brand book earned numerous distinctions including those from CASE Circle of Excellence, UCDA Design Competition and the Educational Advertising Awards.