American University
The Challenge
American University had no shortage of leads, but struggled to turn them into enrollments. DC-area numbers had been declining for years, and the school wanted to go after quality over quantity.
The Solution
We got specific. Using data, we built a model of the prospects most likely to enroll from outside the DC metro and put our media dollars behind them instead of casting a nationwide net. We built the funnel to work top to bottom, brand awareness up top, conversion-focused tactics further down, so students stayed engaged from the first time they saw AU to the moment they decided to apply.
My Role
I worked closely with the copywriter and creative director to design cohesive ads that spoke to students, parents, and DC natives alike, creating more engaging creative across the board. We focused on students already in the DC metro who weren’t ready to leave the city or its sphere of influence, since one of the most repeated differentiators students brought up was how much they loved being close to the center of impact. From there, we used geo-targeted HTML and social ads to carry that message through the funnel, keeping the focus on their specific interests. I also designed a mailer sent to students and parents with the tagline “Your Work Here Isn’t Done Just Yet,” with visuals inspired by old-school travel posters that blended student photography, stock imagery, and client-provided campus shots.
Channels
Metro Platform Ads
Social Media Ads
HTML ads
Mailers
Results
4.76% increase in applications
10% increase in admitted students
80 new students in the DC area
