This submission demonstrates that strong campaign performance and stand-out creative can coexist.
If you ask a creatively minded high school student in the United States about their dream university, chances are you’re going to hear them say, SCAD (Savannah College of Art and Design). SCAD has campuses in Savannah, Georgia; Atlanta, Georgia and Lacoste, France, and has been preparing students for a successful creative career for 45-years.
In 2021, when SCAD asked Dalton to develop a campaign to recruit students (and their parents), we were all in. The university was struggling with post-COVID admissions and needed to revamp their recruitment campaign and paid digital strategies. We analyzed their digital footprint, developed new positioning, planned and placed national digital paid media, and launched a brand-new campaign that really worked. Unique messaging and placements reached target audience segments including parents, high school students and prospective grad students.
How effective was the campaign? SCAD saw their largest admissions class ever in 2022, and then even larger and stronger in 2023.
A few key metrics to demonstrate the effectiveness of the campaign include cost per click dropping 48%, but even more importantly, the campaign drove a 60% increase in students and parents completing a form to request information about attending SCAD, with 44,000 being attributed directly to the campaign in just this past year. The campaign also realized remarkable cost efficiency, with the cost-per-RFI decreasing by 80%!
Dalton submitted this case study in the 2023 Globeys: https://youtu.be/RJwfjTErgCI