Brand · Digital Marketing · Integrated Marketing
Back to their Beginnings
Gardner-Webb University saw a three-year enrollment decline fueled by their undefined brand and a growing misperception of the value of a liberal arts education. Capitalizing on what GWU had tried to minimize – their small, private liberal arts roots – we developed a brand and strategy that positioned them for long-term success.
Choosing Depth Over Breadth
In an effort to be all things to all students, GWU lost their focus on their ideal prospects. With a new brand as the driving force behind our strategy, we encouraged the university to do exactly what many institutions don’t have the guts to do: target fewer students who are overall better fits.
The Second Funnel Focus
We developed a multi-channel integrated marketing campaign that included both traditional and digital media investments targeting more than 20 personas across GWU’s undergraduate, graduate, and degree completion programs. We focused specifically on “the second funnel” – moving students from application to enrollment.
“VisionPoint clearly understands higher education, a trait that I suspect is not universal among marketing firms. They were thorough, creative and collegial throughout. As well as having done their homework on Gardner-Webb, they worked tirelessly to get to know us, including all sectors of the University community.”Dr. Frank Bonner, President