A trailblazing campaign to attract the next generation of modern business minds to a university steeped in research, discovery and innovation. Tradition-breaking and bold, Thomas Jefferson University offers leading business courses that challenge the status-quo and encourage progressive thinking and open questions. Channeling their unique approach, we couldn’t wait to get stuck into promoting their ground-breaking courses to the next generation of business minds.
Growing best-fit student enrollment for TJU
Thomas Jefferson University
The Partner
Thomas Jefferson University, one of Philadelphia's higher education, research and community-impacting backbones, is founded on an ethos that challenges the way things are done. It promotes a sense of purpose and drive that others can’t rival. Proudly committed to championing social mobility and giving all students a chance to truly experience learning, Jefferson describes itself as being ‘built for a future that has yet to be defined.’
The Challenge
Boundary-breaking collaboration, research and a focus on experiential learning, equip business students and graduates with the skills they need to thrive in the business world. Getting this message across to students who share Jefferson’s passion and drive to move industry forward would drive higher numbers of high quality business students to their programs.
They needed to identify and promote the unique benefits of a Jefferson education to nurture students’ interest in the business school and increase applications from the next generation of Ford’s, Rockefeller’s and Jobs’.
The Solution
By analyzing Jefferson’s competitors and audiences, using social listening, search analytics and first party data, we defined the areas of opportunity for each program.
Audience mapping, landing pages, boosted social media posts, editorials and display ads were amongst the tactics used to deliver an inspirational micro-targeted student recruitment campaign.
From awareness through to enrollment, the campaign resonated with students who wanted to think differently. A/B testing helped identify the most compelling video, social and display assets to support the message that Jefferson is redefining university study as we know it. Creating awareness through agile messaging, the content flexed to engage students at different points in their journey.
The Impact
Our campaign delivered outstanding levels of engagement and enrollment for Thomas Jefferson University School of Business, enabling the School to achieve and exceed their annual recruitment goals:
12%
increase in enrollment year-on-year
85%
leap in impressions year-on-year
58%
increase in click-throughs year-on-year
