Winona State University

Higher education recruitment faces distinct challenges

After several years of economic disruption, colleges and universities are experiencing new pressures.

• High school graduating classes are smaller
• Young adults are shifting priorities around higher education
• More prospective students consider online program alternatives
• The competition’s marketing spends are up

Precise targeting drove both creative development and the media plan

Vendi began with discovery, market research and analysis, teasing out prospective students’ preferences, expectations and pain points.

The all-digital recruitment campaign targeting prospective traditional undergraduate students, their parents and transfer students. Segmented creative was used to recruit for WSU’s Rochester campus.

Vendi provided the advertising strategy, creative development, media plan, landing page conversion tools, campaign tracking, monitoring and reporting.

As a result, Winona State University improved its application volume in spite of the current recruitment climate. Acceptances are up from last year, with housing deposits—a leading indicator—up significantly.

Expanded recruitment campaigns, ongoing brand campaigns and targeted program-specific campaigns are planned.