Case Study
Education
Problem
Snow College, a well-established higher education institution in Utah, faced challenges in increasing
overall brand awareness, driving sustained enrollment growth, and ensuring prospective students and
stakeholders had a clear understanding of its academic offerings. Additionally, the college encountered
difficulties in effectively communicating with key audiences in a structured and impactful manner.
Solution
In collaboration with IMG, Snow College implemented a comprehensive multi-channel awareness
campaign designed to enhance overall visibility, drive enrollment, and effectively communicate its
academic offerings to key audiences. The strategy combined broad-reach tactics—including outdoor,
radio, and television—to engage mass populations, while leveraging targeted digital channels such
as social media, programmatic display, audio, and video to reach specific audience segments. The
campaign was strategically timed to maximize impact during peak enrollment periods throughout
the academic year. Additionally, sub-campaigns were developed to promote specialized programs,
including Computer Science and Continuing Education, ensuring focused messaging to prospective
students interested in these areas.
Results
In an extremely competitive enrollment period, Snow College reported an increase in enrollment YoY, at 1.29%.
The overall awareness YoY increased 32% – the highest percentage of change from any HE institution in the state.
And their campaigns produced higher traffic to the website than any previous year, and substantial YoY.
