The University of Maine
CHALLENEGE /
Develop an Enrollment and Branding Strategy that defines the academic potential as well
as the culture, voice and personality of the University of Maine. UMaine was often
considered a “safety school” by prospective students and after researching the University’s
brand awareness outside of the state, we found that students were unaware of the educational offerings, D1 athletics, campus culture and surrounding community that were.
The University needed to raise awareness but also exceed prior attempts to gain solid inquires, strong academic awareness and committed enrollment.
SOLUTION /
After a series of qualitative interviews with stakeholders, faculty, staff and student
leadership, as well as immersing ourselves in UMaine’s culture and community, we
set out to develop a compelling message and enrollment strategy that offered reach,
response and return from potential students. The “Define Tomorrow” campaign became an anthem, embraced by faculty and staff across UMaine. We then accelerated this new brand campaign with a media plan that included TV, radio, print, outdoor and digital.
RESULTS /
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60% increase in Inquiries
54% increase in out-of-state enrollments
$50 Million in additional University revenue
