One Smart Move
Situation:
Where to go college? It’s a top question in most high school and even middle school students’ minds. Some know just what they’re looking for, and others are still wondering what programs and environment will be right for them.
Admittedly, the factors that shape a student’s decision are varied, but ultimately a decision is made. The University of South Dakota asked Lawrence & Schiller to help communicate why USD should be a student’s first choice.
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The One Smart Move campaign put the USD message directly in front of students at teen hangouts, such as movie theaters, bowling alleys and malls. |
Solution:
L&S sat down with USD freshmen to better understand their college selection process. A common theme continued to surface: students today view college as an investment in their future. Students are looking for the best college experience for the smallest possible price tag. Especially in this economy, students are looking to get a high-quality education and avoid facing massive debt after they are handed their diploma.
L&S developed “One Smart Move,” a college admissions campaign, and put the USD message directly in front of students at teen hangouts, such as movie theaters, bowling alleys and malls. Online banners and TV spots were also develop to run on popular teen websites and programs.
Results:
According to University of South Dakota leadership, admissions numbers are up and USD is well on their way to meeting their enrollment goals.
College students today want it all, and the “One Smart Move” campaign shows them they can find it all at USD.
