Northwood University Integrated recruitment campaign
Northwood University is a small, private university concentrated on a business curriculum and related career paths. Due in part to changing demographics, as well as inconsistent messaging and poor media placement, Northwood University had experienced ongoing enrollment decline. In many cases, potential business-minded students were either unaware of Northwood or uncertain whether the school met their professional interests.
ddm developed a campaign strategy that positioned Northwood as a unique business academic environment taught by industry experts in an intimate setting. We also communicated that Northwood could offer a complete ‘college experience’ including NCAA sports, business clubs, and Greek life. The campaign was called “Own Your Future.” In addition, ddm leveraged media data to better focus advertising efforts for best reach and frequency.
Reflective of a clarified target market and focused messaging, ddm audited advertising efforts and reallocated resources toward environments with the greatest potential to engage prospective students. Over the course of ddm’s engagement, enrollment levels ceased to decline in all target audiences and, in fact, increased.
- Marketing + Communications Strategy
- Content + Communications
- Branding + Design
- Media Planning + Buying