Kutztown University is a public university located in rural Pennsylvania, and is a member of the Pennsylvania State System of Higher Education. Kutztown offers 160 degrees across four colleges, educating approximately 8,500 full- and part-time undergraduate and graduate students.
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.
Prospective undergrads sent to admissions page
Clicks driving to admissions page