Achieving Texas-sized results with an integrated student recruitment campaign
A tightly crafted strategy became the basis for a tightly crafted creative campaign highlighting the unique benefits of the University of Texas at Tyler, a small, affordable, supportive campus within the much larger UT system. By the end of the initial campaign window, goals had been surpassed by 124%.
Positioning for success
Risdall surveyed a variety of UT-Tyler stakeholders to help develop brand positioning. The memorable advertising campaign that grew out of the positioning resulted in a strong click-through rate online, as well as improving overall awareness of UT-Tyler as an alternative to larger sister campuses.
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A thoughtful approach
The media mix was calibrated to reach as many prospective students as possible in three Texas DMAs through digital and traditional media. Meticulous tagging and tracking permitted careful accounting of campaign-driven activity. Video/TV spots, cut to varying lengths depending on the outlet, used alternate tags to drive to either a landing page or the general UT-Tyler website.