Austin College is a small liberal arts school in Sherman, Texas. The college had never used brand awareness marketing. They were looking to not only drive recognition of Austin College and it’s location north of Dallas, but they wanted to also increase registration numbers with a focus on Dallas/Fort Worth, San Antonio and Houston. The campaign was grounded in the idea of unexpected learning leading to successful outcomes. The split-screen execution for year one put the focus on the student with the "Go" messaging as the rally cry to succeed.
A series of five billboards focused on top areas of study and key differentiators ran throughout the year.
Digital ads ran alongside the billboards while driving traffic to a Go Austin College landing page.
Introduced early in year two, Contobox pared with the digital ads to create a pop-up micro-site that provided stats and videos about Austin College.
Print ads ran in the Texas Monthly College Guide ad, as well as newspapers and playbills in Dallas, San Antonio and Houston.
Paid social media posts targeted prospective students and parents with additional information about Austin College.
All campaign materials pointed to the Go Austin College landing page which providing opportunities to schedule a visit, apply or request info, as well as more detailed information on why to consider attending Austin College.
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