The Challenge
Northern Arizona University, nestled on a campus in the beautiful mountain town of Flagstaff, has long been known for excellent teaching and strong programs in the environmental sciences. But NAU was struggling in an increasingly competitive marketplace: both out-of-state institutions and in-state public universities were becoming more aggressive in their recruiting efforts. The University engaged Lipman Hearne to help reverse a five-year trend in declining enrollment, raise awareness about NAU’s statewide presence, build internal pride, engage alumni and influencers, and take control of the NAU narrative.
The Impact
Total enrollment grew 7 percent, online enrollment grew 9 percent, and undergraduate enrollment grew 7.7 percent.
Project components
- Campaign theme
- Campaign strategy
- Messaging platform
- Out-of-home advertising
- Graphic identity
- Style guide
- Radio
- Microsite
- Viewbook
- Alumni magazine
- Media buying
- Video
