Niagara University came to us with a problem many private colleges face – declining enrollment. We knew if we were going to be successful, we’d have to appeal to a wider net of students and get them to visit the school.
We challenged the University’s traditional media mix and focused on TV and social media. Then, rather than base the campaign on what it’s like to be in college – a big mental leap for high school students to make – we featured the important decision that’s right in front of them. We invited 30 high school juniors and seniors (cast entirely through Facebook) to experience Niagara University firsthand, with a camera crew in tow. We captured their unscripted reactions to the campus – along with how they felt about the college selection process. The result made for an ultra-real mixed-media campaign.
Both inquiries and applications were up more than 20% from the previous year. The university also saw a significant spike in mentions on social media sites such as Facebook and Twitter.