Syracuse University recognizes a transformational shift in the demographics of today’s college student. As a result, the university’s strategic priorities include exponential growth in online student enrollment over the next 3-5 years. Growth is largely expected to come from post-traditional student populations as the university significantly increases its online course and program offerings.
A brand recall study conducted by an impartial vendor indicated that only three percent of respondents identified Syracuse University as a college that came to mind unaided when asked about online degrees. As a result, the university needed to develop an effective integrated marketing strategy that would quickly elevate its brand position as a recognized institution for online learning.
The marketing strategy coincided with the launch of a new website, and significant development in new online undergraduate, graduate, and executive education program offerings. The strategy executed an integrated overarching online recruitment campaign to establish greater recognition, and position understanding for Syracuse University as an institution of online learning. The strategy was intended to be executed in two phases.
Phase I of this online campaign ran during fall 2020. This submission is based on results of Phase I.
From the Judges
A well-executed campaign, demonstrated by the increase in graduate applications and enrolments. Nice video content, which was relevant to the target audience. Significant impressions across all channels.
