Background:

Perched on a hilltop, overlooking downtown Dallas, UNT Dallas serves the Dallas-Fort Worth metro area, the number one job market in America, according to Forbes.

The university offers students the most affordable tuition plans in the Dallas region – helping them attain a bachelor’s, master’s or juris doctoral degree, while minimizing student debt. Their value-based education is accompanied by innovative, high-quality academic programs that allow them to be successful in the workplace.

Being less than 10 years old, when we began our engagement with them, the young university needed help raising awareness about their programs and increasing enrollment among a multi-ethnic community.

Solution:

We developed student profiles for both African American and Hispanic students. Our goal was to build a creative and media plan that connected with their communities. The multi-year campaign consisted of traditional and non-traditional media to connect with prospective students and their families.

Results:

Year one, over 40,000 direct mailers were sent, digital media impressions exceeded plan by 12% and cinema ads achieved 452,799 impressions in a six-week period. For the campaign, we exceeded enrollment goals by 17% and traffic to the website grew by 18%.

Year two, enrollment reached the highest record number in college history, exceeding 3,500 students. Success with general enrollment opened the door to develop a separate two-year plan for one of their other leading colleges, the School of Education focused on developing the next generation of educators.