From the Nominator

Texas Christian University’s (TCU's) in-house search campaign successfully brings hundreds of thousands of prospective students into our sphere each year. This campaign has saved our university more than $1 million in vendor fees and elevated the entire prospect experience. Building on insights from market research with Carnegie Dartlet, our campaign is infused with highly relational, personalized messaging. Prospective students receive messaging that speaks to our university’s brand personality, as well as their specific personality type. The 24-email campaign employs a thoughtful approach, sending two emails per month aligned with key university traditions, holidays, and cultural observation months. Each email also highlights TCU’s distinctions, including our unique Horned Frog mascot and the school spirit of a large institution blended with a small-school feel. Prospective students are encouraged to confirm their information to receive their personalized Five Secrets of College Admission guide in the mail, which offers tips from our admission counselors. This interactive step serves as a pivotal engagement point, initiating a meaningful dialogue with prospective students. Additionally, students receive an online quiz which uses personality questions to determine majors they might consider. The overall campaign engages our prospective students and effectively prompts them to "raise their hand" to indicate their interest in TCU.

From the Judges

We praised TCU's in-house search campaign for its personalized, cost-effective approach. The campaign's strategic timing, personalized messaging, and interactive elements stood out as effective engagement strategies. Overall, it sets a high standard for higher education marketing.