Southern New Hampshire University

SNHU :30 Spot - "Think Again"

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.

SNHU :30 Spot - "Traditional not Typical"

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.

Online ad campaign

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.

Print Viewbook

Out-of-home Advertising

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.

Online ads

The initial online advertising campaign drove click-throughs to the SNHU Campus Visit page.

SNHU Sport Management Video

Video promoting a key differentiator for SNHU University College - their highly respected Sport Management Program. A powerful driver of the brand strategy was to elevate unique programs and majors that are unique to the campus experience at SNHU.

Animated Video - "Degree in Three"

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 to people within the campus community.

Print Viewbook

Accept Box

All accepted on-campus students are mailed a custom box containing various items to welcome them to campus - an SNHU Banner, a USB drive with useful information and forms, and more - complete with confetti. Students are encouraged to share the opening of their box on social media with the hashtag #snhubound.

Campus Life Booklet

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.

Campus Life Booklet

A new brand identity to motivate prospects to “think again”

The challenge with this rebrand was to help SHNU University College begin to emerge from the long shadow cast by SNHU Online, with its aggressive national advertising efforts. As wildly successful as it was, this left the vast majority of people in their target demographic with the incorrect impression that SNHU is online-only institution, when in fact, the SNHU campus has been in existence since 1932. The key in just about every effort was to showcase SHNU’s beautiful and vibrant campus and culture. The tagline “Experience Traditional without Settling for Typical” aims directly at the idea that there is indeed a traditional education experience to be had at SNHU, but it is anything but a typical campus experience.

Every aspect of the admissions and marketing funnel was analyzed and reimagined, from specific talking points about the college, to their social media presence, to signage that visitors see when they pull into their parking spaces. This 18-month initiative was extensive and included:

A brand audit, leading to a complete rebrand of University College
An aggressive and targeted print, digital, broadcast, and radio advertising campaign
Ongoing social media campaigns and activations
The production of long- and short-form video content promoting specific programs and differentiators
New signage and banner system to better establish the college’s campus presence

Results

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
16.5 million impressions
1.1 million YouTube views
more than 1 million new page engagements with snhu.edu.

SERVICES

Brand strategy and development
Brand assessment
Advertising and branding campaigns
Video
Animation
Print communications
Web design