Transcript Admissions Case Study

Case Study: Brand Marketing at Work on
Undergraduate Admission
November 2006
Aligning Goals: University, Marketing, Admission
University Goal
Destination for
students
Marketing Goals
Undergraduate Admission
Goals
Awareness
Higher yield
Reputation
Consideration set
Brand Differentiation
Rankings/positive PR
Consistent look and feel
Increase number of
applications
Clear messaging about
four undergraduate
options
Implement comprehensive
undergraduate enrollment
strategy
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Search Letter Messaging - Strategy
Objectives
•
Business Objective: increase number of applications from search pool
•
Communication Objective: demonstrate Emory as a destination school
Admission Strategy
Content Priority
Marketing Strategy
1.
Third party impression
Messaging informed by Brand and
Audience Understanding
2.
Undergrad schools
• Master Idea - transform the world
3.
Atlanta + research/internships
• Life balance between work and play
4.
How we’ll stay in touch
5.
(if space – financial aid and scholarships)
• Career oriented – thinking of being able to provide
for family
• Top criteria in school selection includes
> being academically rigorous
> having superior faculty
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College Fair Tabletop--Integrating Admission & Marketing
•
Interested parties:
> Emory College
> Oxford College
> Deans
> Provost
3
College Guidebooks--Integrating Admission & Marketing
•
Barron’s Most Selective, College Digest, Vault.com, Princeton Review
•
Incorporate Use Your Gift and Undergraduate options
•
Verify statistics and student verbatims
> Each publication has guidelines for what content the school can
update and provide responses
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Pre-College--Integrating Admission & Marketing
•
High-school students attend college level summer school
•
Provide materials for distribution during Fall college fairs
•
Full marketing plan to include direct mail, joint-promotion with summer
school: “Summer at Emory”
5
Pre-College - Collateral
•
Audience insights:
> Photos to see themselves in the experience
> Drivers include enhancing academic portfolio and Atlanta
experiences learned from research
•
Brand messaging: position Emory as destination
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Summary
•
This case study provides an overview of select tactics in for integrating Emory's
central brand positioning into undergraduate recruitment
•
Future projects include
> Project Planning: determining which materials are distinct for individual
College audiences and which can be combined; a project calendar to map
when work begins for multiple projects to manage work flow.
> Messaging: updating visual and content messaging to reflect high school
audience trends and preferences, and to reflect new Emory programs and
strategy.
> Direct Marketing: review current email and print direct mail stream and
determine opportunities to fill gaps in decision cycle and communication
map.
> Campus Experience: explore opportunities to incorporate brand messaging
into campus visits including tours, open house, signage at Admission office,
etc.
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