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South Dakota State University

Built By You & SDSU

The Story

South Dakota’s largest and most comprehensive university has so many incredible stories to tell. But with rising student loan debt nationwide - and more students wondering if a 4-year degree is worth the investment – SDSU needed more than a new ad campaign to drive enrollment. They needed to create an entirely new conversation.

The Details
  • Outcomes-based messaging focused by focus groups with high school juniors and seniors
  • Full day of one-hour campus discovery sessions with faculty, staff and students midway through campaign development
  • Campus stakeholder messaging tools (tone and style guide, message map development and more)
  • Three broadcast TV spots backed by a comprehensive multimedia campaign – including digital, social, outdoor, OTT video and streaming radio
  • Foundational brand design continues to set the tone for more targeted awareness/application campaigns
The Results
  • 41.7 million impressions total paid media
  • 289,625 total clicks digital paid media
  • Organic search traffic (a key KPI) improved by 16%
  • Traffic to the admissions page increased 50% year over year – including an 18% increase in April compared to March
  • Admitted campaign landing page views increased 103% year over year
  • “Apply now” clicks on the admitted campaign increased 157% year over year
  • “Apply now” clicks across the website increased 4% in April 2020 as compared to April 2019

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