Ferris State University's Marketing Department wants to increase the amount of students enrolled in their five programs: Marketing, Public Relations, Graphic Media Management, Design, and Business Data Analytics. To inform students about the opportunities at Ferris, we created a postcard campaign, poster series, and social media posts targeted toward high schoolers.
|Fall 2021 – Spring 2022||Marketing, Photography, Print|
|Team Project||FSU Marketing Promotion Committee|
For this project, I designed layouts, organized photoshoots, planned & budgeted for distribution among other responsibilities.
These initiatives were intended to target high-school students, particularly upper-classmen. We were given the task of designing & distributing posters, postcards, and social media posts.
The campaign needed new, program-specific imagery for these pieces. We attempted to show real scenarios of learning environments in these images.
We directed numerous photoshoots, working with Ferris State's professional photographer, using prepared shot lists, diverse models, and accurate locations. We also captured and edited many shots using our own equipment and skills.
Here are just a few images we collected during our shoots:
The postcard campaign had multiple objectives, targeting prospective students, applied students, and high school faculty.
The goal of this was to inform students about the Marketing department at Ferris and direct them to the website. These postcards went out in Fall 2021, which is a key time for students to begin applying for schools.
The next postcard was sent out in Spring 2022 to establish a dialogue and to reaffirm the decision of applied students. We used real testimonials from current Marketing students to show what sets Ferris apart from other schools.
The final postcard was sent out late 2021 to high school business teachers and counselors. The point of this one was to get educators talking about Ferris Marketing in their classrooms and suggest Ferris State as a potential option.
In Spring 2021, we found the amount of students accepted into the Marketing department increased by 54.5% in Fall 2022 compared to the previous year.
The poster campaign was another way to inform students about Ferris Marketing by showing them five programs that may appeal to them. We used real students and classrooms, so students can visualize their future selves in these images.
We printed and prepared 5,500 posters, which were sent out to over a thousand high schools around the country. We received numerous compliments from these schools and confirmation that these posters are being displayed in.
We prepared branded envelopes and a letter outlining the purpose of the posters and where to place them in schools.
Lastly, we created a handful of Instagram posts to continue improving brand recognition and attracting high school students to Ferris State.