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University Rebrands, Wins Funding, and Increases Enrollment to Record Levels

  • Troy State University needed to consolidate its image and innovate its degree programs to stay competitive and win funding from community influencers

  • Internal and external campaigns created a positive brand image, driving enrollment to over 20,000 total students and winning over $60 million in funding


Project:

Brand Strategy, Awareness Campaigns, Lead Capture

Industry:

Higher Education

Issue:

Historic University needs a fresh image to stay competitive

Troy University is a comprehensive public university founded in 1887 and located in Troy, Alabama, United States. But before becoming Troy University, they were Troy State University and they had two major challenges.

First, prospective students were starting to shift to online and distance learning classes, and Troy needed this audience to know that they also had these programs to keep enrollment numbers up.

Second, Troy’s four brick-and-mortar locations were being run as separate universities and they needed to consolidate these centers into a single brand.

Insight:

Consolidated, bold messaging provides horsepower to university engine

Troy University already had audience research. What they didn’t have was an integrated media and marketing plan that would consolidate their messaging across four campus markets into a single, bold statement that would increase their awareness and maintain their reputation for innovation and strength.

The Seventh Point team knew from the research that Troy’s campaigns would need to address two crucial audiences; the external audience of prospective students, legislators, politicians, and other community influencers; and the internal audience of faculty, staff, partners, and current students.

Implementation:

Consolidated messaging drives engagement inside and out

  • The Seventh Point team executed an internal campaign using traditional media channels to reach staff, faculty, partners, and current students; this campaign promoted “One Great University” to support the smooth integration of four main campuses and online learning resources

  • The team developed an external campaign using the following tactics to serve two purposes: first, student awareness and recruitment and, second, to support community buy-in and funding from legislators, politicians, and community leaders

    This campaign consisted of branding across:
    – Broadcast media
    – Print media
    – Outdoor Billboards
    – Digital Ads

Impact:

Troy is a brand that lasts and that drives enrollment to over 20,000

  • Successfully enabled name change from Troy State University to Troy University, and developed stronger brand associations, indicated by increased student applications.

  • Grew on-campus enrollment to 5,000 students

  • Grew total enrollment, including online to 25,000 students


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