Client Stories – Seton Hall University
Discovery.
A well-respected and highly ranked university, Seton Hall sought to increase enrollment through a new look for their marketing campaign. During the discovery process, we focused on the knowledge that when searching for a college, students want to feel like they’ll fit in, while parents want to be reassured about the quality of the school.
Strategy.
The current recruitment strategy was to use only one expensive, large, and costly-to-mail viewbook to inspire students to apply. We saw an opportunity to maximize the number of touchpoints in the campaign, while staying within their current budget.
We proposed a new solution: a series of mailers, brochures, and postcards to continually remind students of the opportunity to attend Seton Hall. The pieces would promote the excellence of the university program, as well as what Seton Hall has to offer students in terms of “community.”
Design.
Peterson Ray developed a new look for the campaign centered on the idea of belonging. The line, “Is SHU 4 You?” is used throughout the system, and once accepted, students receive a special mailing indicating that Seton Hall “has chosen you.” Instead of the standard congratulatory letter, this idea completes the message, “you belong here.”
As a result of the new campaign, SHU saw a 50% increase in applications, a 52% increase in campus visits, and a 47.5% increase in open house registrations.
