One of FOCUS 2022's many strategic objectives is to recruit and enroll students with the potential to excel at each of our four campuses. To help achieve this, the university is collaborating with creative agency 160over90. After presenting to JWU faculty and staff universitywide in April, 160over90 launched into designing the first print piece to officially start the recruitment year for students enrolling in September 2019. It was sent out on June 20. In addition, the branding effort with 160over90 includes a multi-faceted, detailed paid social media plan, which kicks off in July. Learn a bit more about these two initiatives.
Rising Senior Mailing
A print piece was mailed to 378,000 students who will be seniors in high school this fall. The piece is designed as a game board—a road map to their future—informing students of the real outcomes they can achieve at JWU. Johnson & Wales is the launchpad, propelling students towards fulfilling careers and getting the most value out of their time at college. The goal of the mailing is to drive students to apply using the online application housed on the newly designed apply.jwu.edu site. Take a closer look at the mailer (download pdf), or watch the video.
Paid Social Media Plan
What is a paid social media plan? It is social-focused advertising, allowing JWU to be more selective when targeting student prospects and their parents with interesting and engaging messaging to drive admissions conversions. This multi-faceted plan will run on Facebook and Instagram from now through December 2018. It will target two audiences—prospective students (16-18 years old) and prospective parents (ages 35-64)—in the four JWU campus states and select high impact regions.
The messaging will be segmented based on the prospective student or parent’s geography and interests, with strong and relevant calls to action. This strategy will also utilize select JWU campus events (i.e. campus open houses and experience days) and student industry events (i.e. SkillsUSA and national conferences) to post messages leading up to the event. The plan will ultimately bring the user through the application process.
For questions, contact Kris McNamara, director of market development & fulfillment, University Admissions.