South Dakota State University

The Goal

South Dakota’s largest and most comprehensive university has so many incredible stories to tell. But with rising student loan debt nationwide - and more students wondering if a 4-year degree is worth the investment – South Dakota State University (SDSU) needed more than a new ad campaign to drive enrollment. They needed to create an entirely new conversation for a variety of audiences:

Traditional students
Transfer students
International students

The Solutions

Outcomes-based messaging focused by focus groups with high school juniors and seniors
Full day of one-hour campus discovery sessions with faculty, staff and students midway through campaign development
Campus stakeholder messaging tools (tone and style guide, message map development and more)
Three broadcast TV spots backed by a comprehensive multimedia campaign – including digital, social, outdoor, OTT video and streaming radio
10 vertical videos to extend reach across all social channels, targeting younger, diverse demographics
Foundational brand design continues to set the tone for more targeted awareness/application campaigns