Case Study: Ursinus College boosts enrollment marketing with Primacy

Ursinus College boosts enrollment marketing with Primacy

Ursinus College, a liberal arts school, faced the challenge of expanding its geographic reach and recruiting more high-potential students in a competitive Pennsylvania market, as its strong reputation was limited to a very small area. The vendor Primacy was engaged to develop an enrollment marketing campaign that would bring the college's new brand to life and capture its unique qualities.

Primacy developed a creative strategy centered on the insight that the school's small size was its biggest asset, positioning it with the tagline "Odd Name. Perfect Fit." They implemented a multi-channel campaign using precision radial targeting across paid search, social media, streaming radio, and video to reach the right prospects. This approach reignited the Ursinus brand by telling its unique story, effectively allowing the college to own "small" in a big way and giving students a compelling reason to choose the school.

Ursinus College