A mini case study and assets (campaign videos and magazine)
Problem
Wisconsin’s shrinking undergraduate, state budget cuts, a low college completion rate threatened the financial viability of the college. As an access institution, the college was overlooked by more competitive students who were a desired market as they were more likely to complete a rigorous engineering program. With 40 touchpoints in an admissions funnel, the college did not have an infrastructure to convert prospects through each touchpoint. The videos on this page are samples from various streams of the campaign.
Solution
Build a multi-media marketing communication infrastructure to attract students and move them through each stage of the funnel. The infrastructure included website with name capture, automated email campaign, social media, signature events, influencer program, and expanded media relations to elevate thought leadership and demonstrate quality of an engineering education at UWM. Refreshing the brand to “Milwaukee Engineer” created an appealing identity.
Solution (continued)
Target student personas were developed, and research including secret shopper tours provided insights into their decision-making process. A pithy ad lead, “11,1173 reasons to become a Milwaukee Engineer,” grabbed attention and compelled students to act. A robust content library of several hundred videos, photographs, testimonials, and articles were personalized for each of the targeted student personas. Admissions and enrollment campaigns were scheduled and automated.
Results
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