THE CHALLENGE
Amid a drop in college enrollment numbers nationwide, how could Ursinus College, a liberal arts school in Collegeville, PA, appeal to open-minded, prospective students, and hit its yearly enrollment goals?
High school seniors face immense pressure to choose a path in life before truly knowing themselves, or what they want to do forever. Unlike other colleges, Ursinus encourages students to explore first, then decide later—giving them the freedom to remain open to the future they want for themselves.
Invite students to get lost. To stop trying to figure it all out. To stray from the status quo. We leveraged the school’s newly established positioning of “Purposefully Open” and featured real alumni delivering “An Open Invitation” to future classes.
We launched a highly targeted digital media campaign leveraging top social platforms, digital video and Connected TV, paid search, and streaming audio, aimed at students approaching “College Decision Day.”
users actively engaged with
campaign messaging
increase in requests
for information
RFI conversion
volume increase
The second wave of the campaign placed the invitation into the hands of current students, who welcomed the next generation to join them in being fully immersed in and surrounded by everything that Ursinus has to offer.
