Kutztown University is a public institution in eastern Pennsylvania. Often overlooked in the vast shadow of Penn State, Kutztown wanted to increase awareness of the institution and enhance its reputation, through a tech-savvy enrollment marketing campaign.
We developed a detailed audience segmentation plan to help KU find its best-fit students. After identifying population shifts by county, we targeted top recruitment zip codes: areas with a high propensity for prospective students, and emerging counties with projected growth in high school graduates. Additionally, we focused on prospective transfer students.
The campaign was integrated across internal and external audiences, with a heavy focus on external. It included print, billboards, email, events, digital, mobile, and video, as well as outreach to influencers like guidance counselors. The allocation of resources leaned heavily on web, social media, and streaming (Spotify and Hulu), all of which drove users to a dedicated microsite.