In an effort to increase its admissions yield rate, the University of Pittsburgh set its sights on prospects who were undecided on a major. The aim was to get these students to see Pitt as a place to explore their interests and uncover their paths.
We gave prospective students a new way to look at themselves as undeclared majors. How? By engaging with them directly and addressing them as individuals.
With owned media, paid media, and sponsored ads and articles, we drove prospects to a microsite. There, an interactive quiz enabled Pitt to connect with prospective students and track their engagement. Participants swiped right on subjects of interest and left on the “not so much” categories. Then, once they were accepted by Pitt, they received a customized kit in the mail, with contents determined by their quiz answers. This gave students an idea of what the university and the city had to offer them specifically.
The microsite not only allowed Pitt to engage with students more meaningfully, but also gave them metrics for measuring their progress — which we used to adjust the tactics and improve return from a more engaged audience.