South Dakota State University

Rabbit Food.
The Idea

Rabbit Food.

Capturing the attention of an incoming freshman is no easy feat. Every touchpoint in those earliest weeks of the first year of college can significantly impact the odds of retention—for worse or better. That’s why high-quality, desirable content—particularly in the form of quick-hit, feed-style articles—can serve as a high-impact method to make a new student feel right at home in his or her new surroundings. That’s how Rabbit Food was born.

Case Study

The Challenge

South Dakota State University (SDSU) needed a fresh, new way to connect with high school students and current SDSU students – adding more touchpoints (and more potential) to existing recruitment/retention efforts.

The Goal

Create a new online resource for potential/current students + collect contact information and encourage repeat visits. All while working within SDSU’s existing brand standards.

The Results


7,500 average monthly visitors in first three months


New student applications increased by 500 in the first year


New student admissions increased by 250 in the first year


78 new leads generated from content offers in first two months

Brand Identity