Piedmont University
Be A Lion Campaign
THE CHALLENGE
Founded in 1897, Piedmont University is a comprehensive liberal arts institution offering a variety of career-oriented majors in the arts and sciences, business, education and nursing. Total enrollment (2019-2020) is approximately 2,571 students.
Piedmont sought out an agency partner to help them grow six strategic undergraduate programs: Athletic Training, Computer Science, Criminal Justice, Forensic Science, Music, and Supply Chain Management.
HOW WE HELPED
We at Forum developed a marketing strategy that focused on strategic locations up and down the East Coast of the United States where Piedmont had historically recruited.
We purchased a list of addresses where soon-to-be graduates showed interest in the the six strategic programs we sought to promote as well as met Piedmont’s requirements for acceptance. With the list, we built a strategic communications flow to reach of those targets.
ALL IN THE DETAILS
The campaign began with direct mail sent to the list of households along with geo-targeted Google Ads, Youtube advertising, digital radio across platforms including iHeartRadio, Pandora, and Spotify and re-targeting marketing efforts. In addition, we utilized geo-targeted mobile advertisements placed when a mobile device was found within a 1-mile radius around high schools where Piedmont recruited as well as within a 1-mile radius around the individuals households from our purchased list.
During the final two months of the campaign, we sent direct mail to all counselors at our targeted high schools as well as to the teachers at those high schools in our targeted fields of study. The campaign ran from September 1 – November 30, 2020.
RESULTS
The campaign resulted in nearly four million media impressions, increases in website traffic to the six strategic programs ranging from +100% to +418% and a year over year increase in enrollment in our six targeted programs of 19% – an incredible result given other regional colleges and universities were seeing decreases in enrollment due to the pandemic.
Campaign Elements
Athletic Training Radio Spot
Supply Chain Management Radio Spot
Computer Science Radio Spot