Case Study
You Can Go Anywhere From Here
Situation:
In 2000, South Dakota State University asked L&S to help enhance its brand with a goal of increasing student enrollment. Together with SDSU, we identified a key demographic: college-bound high school students who were not placing the state’s largest university on their list of colleges to consider. Our primary brand development goal became to understand why they would not consider an in-state college and what we could message to change their attitude.
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Within three years of launching the campaign, South Dakota Board of Regents data confirmed that SDSU’s enrollment jumped 21.1% compared to 7.7% at USD. |
Solution:
Focus groups with our target audience unearthed a fear among them that if they went to college in South Dakota they would be "stuck here" the rest of their professional lives, not having opportunities in other areas of the country and world. Thus, "You Can Go Anywhere from Here" was born.
The primary strategic creative tactic was to feature success stories of SDSU graduates who had achieved fulfilling careers in locations throughout the country and world. We also sprinkled in stories of graduates successful in South Dakota to balance the story and maintain a political environment favorable to securing state funding.
The campaign consisted of a full circle marketing approach including broadcast television production, print and outdoor advertising, media planning and placement, and web production and marketing.
Results:
Within three years of launching the campaign, South Dakota Board of Regents data confirmed that SDSU’s enrollment jumped 21.1%. As a point of comparison, during the same time period the University of South Dakota’s enrollment increased 7.7%.
A secondary benefit came as the positioning also deeply touched an insight throughout SDSU’s constituency of professors and alumni. South Dakotans have a tendency to feel like the rest of the country looks down on them as being less capable. This campaign developed a sense of pride which resulted in an unprecedented era of giving to and growth on SDSU’s campus. There became a belief that SDSU really was capable of preparing its students to be the best in the world. That fueled a desire to continue increasing those capabilities.
The "You Can Go Anywhere from Here" campaign ads have won multiple Addys, Silver Tellys and CASE awards for their effectiveness and creativity. The campaign has been extended through broadcast and cable TV, billboards, website, instant messaging banners, shopping mall posters, newspaper and public relations.
