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Case Study: Indiana Wesleyan University

Raising brand awareness while enrolling students

As Agency of Record for IWU, Paskill Stapleton and Lord was challenged to raise visibility and brand awareness for the entire University. A secondary goal was to drive enrollments for the adult and graduate programs, which encompass Education Centers in three states as well as online. Equally important was maintaining Indiana Wesleyan University’s identity as an evangelical Christian comprehensive university.

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As a solution, PS&L developed two unique campaigns, including separate and distinct media strategies.

PS&L developed an image and brand campaign designed to reach an audience of “influencers” whose opinions drive the actions of others. The media selected consisted of a mix of digital and traditional within both the secular media environment (e.g., The Chronicle of Higher Education) as well as the Christian media environment (e.g., ChristianityToday.com).

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The messaging for the campaign echoed one of the University’s principles: “to change the world for Jesus Christ by challenging and equipping our students to pour salt and shine light everywhere their lives take them.” The concept of being world changers and developing world changers permeates everything IWU does and stands for.

The enrollment campaign for the adult and graduate programs required a more tactical approach. With 17 Education Centers in three states as well as online programs, the challenge was both one of logistics and schedule. With classes starting virtually every week, maintaining adequate reach and frequency levels across all markets required a skilled and talented media team. At any given time, over 100 media channels were engaged over 14 different designated market areas.

 

The messaging for the enrollment campaign reflected the pragmatic nature of today’s adult student while also staying true to IWU’s identity as a Christian university.

“Degrees That Make Statement” can be interpreted in several ways, which was the intent of the creative team’s rationale. Follow-up copy in radio commercials and on the IWU microsite explains the headline and its various interpretations regarding value, quality, and faith.

As a result of both the brand and image campaign and the enrollment campaign, IWU was able to gain both share of voice in its various markets as well as increase enrollments in the adult and graduate programs.

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Indiana Wesleyan University is an evangelical Christian comprehensive university committed to liberal arts and professional education. Over 3,000 students live on IWU’s residential campus in Marion, Indiana. More than 80 majors are offered, covering everything from Art to Theology and Ministry. Another 12,000 adult learners attend classes at regional IWU Education Centers in Indiana, Kentucky and Ohio, as well as through our online degree programs, including associate, bachelor’s and master’s degree offerings such as the Master of Education, certificates and electives.

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Robert Oxman,

Bob is the Creative Services Team Leader with more than 18 years experience of delivering creative solutions in higher education marketing. Works mostly in print publications, video production, and advertising (print, radio, and broadcast). Most people call him Bob, but he responds to other terms of endearment.

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