Saint Leo University

Bringing Big Personality to a Small-Town Liberal Arts College

Saint Leo is an independent, Catholic liberal-arts college founded in 1889. Prevailing notions about rural campuses and “traditional” private schools were stifling the University’s desired image of affordability, student diversity and modern campus culture. Thankfully, we were about to set the record straight with a personality-packed digital marketing campaign—one that boosted prospective student inquiries by 37 percent.

Services & Expertise Content Strategy, SEO & Digital Marketing

Industry Education

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The Brief

Create an eye-catching and engaging student enrollment campaign for a university that’s forward-thinking, yet founded in traditional values.

The Approach

Avoid old-school, buttoned-up recruitment spiels of “academic excellence” and “rich scholastic traditions”. Use an immersive writing style to create a day-in-the-life feel that gives prospective students an authentic taste of the campus experience. Sprinkle in a solid measure of email audience segmentation for maximum-impact messaging.

Not your granddaddy’s college recruitment.

Recruitment emails are no good if nobody reads them. We kept our messaging down to earth by pairing a casual tone with a hearty smattering of modern pop culture references.

Check out a few of our favorite one-liners:

 

Content that speaks volumes (sometimes without words).

To symbolize the broad applicability of the liberal arts experience, we developed a radial graphic and applied it as a unifying design element throughout the campaign.

Welcome to the pride.

A revamped student admit package—complete with custom-designed USB packaging and mailer box—was guaranteed to get a roar of approval from newly-accepted Saint Leo Lions.

Millennial attention spans? Not a problem.

How do you get students to drop everything and submit their deposit? (“Uh, maybe later.”) Or file for federal financial aid? (“Yawn. It can wait.”)

A pair of interactive animated landing pages offer a charismatic, attention-grabbing alternative to the dry directives college applicants often ignore.

 

 

“Yessss—I got in! OMIGOSH, what do I do now?!”

A sharp-looking microsite builds new student excitement and stops the admission process from stalling out by corralling must-know info, next steps and FAQs into one handy checklist.

A website so good, we had to make it bigger.

The admitted student checklist turned out to be such a hit that Saint Leo asked us to expand the platform into a microsite for undergraduate admissions. The new site delivers streamlined, audience-relevant content and bold, on-brand design.

The Results

Since adopting the CNP approach to Getting Noticed and Taking Names™, Saint Leo University has seen a significant spike in audience engagement. Prospective student inquiries saw a 37 percent increase from the previous recruitment cycle. Total applications are up by 15 percent, with completed applications jumping up by an impressive 24 percent.

37%increase in Prospective student inquiries over the previous recruitment cycle

“Absolutely amazing! No matter what project we call CNP with, they always deliver an awesome product. We appreciate the outstanding effort that has gone into the work you’ve done for us.”
Reggie Hill
Associate Vice President of Enrollment
for the 2015-2016 Undergraduate Recruitment Season, Saint Leo University

The Saint Leo University Admissions Package won a district Gold Addy and Best in Category at the 2016 American Advertising Awards. The Saint Leo University Email Series won a Silver Addy at the 2017 American Advertising Awards.