Higher Ed | Fisher College

Challenge:

Fisher College, located in the Back Bay of Boston, Massachusetts, required a lead generation and strategic marketing campaign to elevate brand recognition and create top-of-mind awareness among multiple population segments: high school students approaching graduation, their parents (aged 35 to 60), veterans accessing GI Bill benefits, adults seeking a career change, and anyone searching for an alternative to traditional undergraduate educational programs (aged 18 to 60). In order to recruit students and boost enrollment across the College’s degree and certificate programs, Fisher enlisted Millennium to develop and execute a rebrand of the College’s Day and Division of Accelerated and Professional Studies (DAPS) programs and conduct an aggressive marketing campaign.

This presented the organization with a number of challenges:

  • Connect marketing efforts with a diverse student body
  • Build a strong overarching brand, elevate the brand
  • Customize branding/messaging for Day and DAPS
  • Portray a beautiful downtown Boston location
  • Increase public awareness and change perceptions
  • Build and implement a high-impact marketing plan

Approach

To establish the most effective brand strategy, Millennium conducted research to understand the University’s position in the market.

Through a brand audit, staff interviews, focus groups of students and parents, online surveys, and competitive research, Millennium collected and analyzed a wealth of data that drove the strategy behind the new brand, logos, color schemes, and messaging it developed for both the Day School and Division of Accelerated and Professional Studies.

The messaging was highly focused on resonating with the various target audiences, which included undergraduate students, continuing education students, adults seeking career changes, and veterans.

Millennium conducted a multi-day photo shoot that captured the unique diversity of Fisher College’s student body, and portrayed the beauty and charm of a campus located in the heart of downtown Boston. Creative materials for Day and DAPS programs were customized for each audience, tying back to the overarching brand.

Solution

To effectively increase qualified student leads, expand public awareness, and recruit prospective students, Millennium designed a strategic marketing plan that included integrated online and offline tactics to reach target audiences across various mediums.

This encompassed a new radio advertising strategy, online and transit advertising through the Boston T, creative design of collateral (view books, flyers, postcards, brochures, etc.), search engine marketing, social media, lead generation via e-marketing and mailers to push website traffic, and an aggressive public relations strategy.

Millennium also worked closely with Fisher College on public relations efforts, elevating the College in the public eye and providing talking points, messaging, and media training for key staff. Millennium helped the College formalize its PR process, including news releases and crisis management planning/coaching.

Millennium’s work significantly increased brand awareness and messaging across marketing mediums that led to a well-defined brand “personality” for Fisher College. This included unified marketing collateral and advertising placements that resonated with target audiences.

Results

Within the year of the campaign’s commencement, the Division of Accelerated and Professional Studies enjoyed a 19% increase in enrollment and the Day School experienced a significant enrollment increase of 8%.

The strong public relations approach used to promote the College’s Military to Management program increased the number of students utilizing military educational benefits by 200%. In addition, Millennium’s public relations strategies proved to be instrumental in elevating Fisher College’s President as an opinion leader.

The firm’s enrollment marketing work for Fisher College exceeded campaign goals within months of implementation, resulting in a presentation of our approach as a recruitment-marketing case study at the 21st Annual UPCEA (University Professional & Continuing Education Association) Marketing Seminar in New Orleans, Louisiana.

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