Bryant & Stratton College was lost in a category defined by overpromises, generic messaging, and a lack of understanding for what today's non-traditional students face. Our prospects juggled work, family, and often lacked the support or direction they needed to be successful in college or in life. How could we connect with students in a way that acknowledged their complicated lives while also giving them hope for the future?
The answer was in the logo. The “&” in Bryant & Stratton College became the icon for our integrated brand campaign. Titled “For every & in life,” the campaign connected with audiences by dramatizing all the “ands” they were experiencing in life. Be they financial, personal, even emotional. And all the ways Bryant & Stratton could help overcome them.
Television, print, digital and social creative spoke to students in a fresh, unexpected way that acknowledged the realism of their situations. A focused media strategy increased awareness, improved perception, and ultimately drove leads and enrollment.
Given the fact that our audience had frequently changing needs and situations, special focus was placed on social media for its ability to create immediate engagement and impact. Original content on Facebook, Twitter, LinkedIn and YouTube didn’t just tout the benefits of academics and potential career paths, but also focused on how the college could help students balance all their “ands”: school and work and family and money and life.
Since the June 2015 launch, enrollment is on the rise, and prospective students as old as 50 are picking up the phone or engaging online. Proof that connecting with a non-traditional audience requires non-traditional thinking.
Web visits
+97%
Information requests
+126%
Net leads
+39%
Net applications
+31%