Client: Southern New Hampshire University
The challenge with this rebrand was to emerge from the long shadow cast by SNHU Online, with its aggressive national advertising efforts, leaving the impression with most that SNHU was only online.
The initiative resulted in a 59% increase in campus visits in year one – driven by over 9 million television impressions, 110,000 social media click-throughs with 16.5 million impressions, 1.1 million YouTube views, and over 1 million new page engagements with snhu.edu.
This was the first of three broadcast spots that ran throughout the Northeastern United States. The goal of this ad was to raise awareness of the SNHU campus as well as to dispel the myth that SNHU is only online. This was simultaneously launched on the university's YouTube channel with over 60,000 views to date.
The goal with this spot was to showcase the traditional on-campus experience students get as well as the not-so-typical experiences. This was simultaneously launched on the university's YouTube channel and garnered over 320,000 views to date.
This online ad campaign resulted 16.5 million impressions in the first three months and helped SNHU experience their highest number of campus visits in its history. The campaign included website banners ads, Pandora audio ads, as well as Hulu video spots among others.
We determined that this piece needed to feel immersive and substantial, so I chose a large, 10 by 10-inch format with 4-inch fold-outs on the front and the back covers. Since the SNHU campus is known as a pioneer in sustainability - the first carbon-neutral campus in New Hampshire - a 100% post-consumer recycled, chlorine-free paper manufactured using biogas energy was chosen.
Booklet designed for the Office of Residence Life at Southern New Hampshire University. Measuring 8" square, this booklet is distributed to prospective students that have expressed interest in living on campus. The imagery and tone of the piece give the prospect a feel for the unique welcoming environment students will experience on campus as well as showcase the wide variety of living options available.
The campaign also included out-of-home advertising, like this one, which were displayed throughout the New England region at key highway interchanges. It was meant to reinforce the fact that SNHU does indeed have a physical campus.
This video was produced with the goal of educating prospective parents and students about the SNHU Degree in Three program. It was observed that many around campus were describing the program in a multitude of ways with varying levels of clarity. This resulted in a confused audience that weren't inclined to ask for more information. The video solved this long-vexing challenge.