2023 Undergraduate Yield Campaign

SUMMARY

Stewarded the integrated marketing strategy for the 2023 Undergraduate Yield Campaign while working alongside internal channel teams and external partners at the Office of Admissions.

STRATEGY

Syracuse University’s Division of Marketing and Office of Admissions partners on an annual undergraduate yield campaign as part of its annual recruitment efforts. This integrated marketing campaign targets a list of admitted students and their families with the goal of encouraging students to submit a deposit and accept their offer of admission.

This year’s yield campaign leverages and ladders up to the University’s current image campaign and RISE thematic in an effort to create surround sound and continuity across the division’s marketing efforts. This year’s core themes are centered around Value, Belonging, and Vibrant Campus, which strategically align with our target audiences’ decision drivers during this phase of the user journey and recruitment funnel. In addition to a digital display, the campaign utilizes native display, a suite of media rich countdown banners, paid social, organic social tied to the distribution and amplification of #SyracuseBound posts, and CTV video and YouTube pre-roll featuring a RISE image campaign spot. Print collateral included a redesigned admissions celebration packet and fulfillment reward sent to students after submitting a deposit.

All campaign creative drives to a suite of recently-updated admitted students and parent/family pages that have been optimized based on data tied to user behavior and traffic.

Print: Admitted Students Celebration Packet

Destination Page: Admitted Students Page

StrategyBenjamin BaduaMay 1, 2023