High school students have a lot going through their heads when they dive into a college search: What do I want to study? Who do I want to be? What sort of school is the right fit for me?
It’s crucial we stand out from the typical (and typically ho-hum) marketing of other institutions—to get prospective students’ attention during the early phase of their search. Last fall, the “What’s on Your Mind?” (WOYM) recruitment campaign did exactly that.
Quirky, bold, active imagery. Energetic colors. Definitive statements. These elements combine to snare divided and over-stimulated attention and interrupt Gen Z’s ever-swiping thumbs. WOYM social media ads stand out in the deluge of information, opinion, outrage, joy, and kittens that flood their feeds.
This is a generation born and raised in the digital ecosystem. Yeah, sure, we’re all awash in information from every direction, but this is Gen Z’s natural state. It takes something unexpected, out-of-the-ordinary, and unique to disrupt an endless scroll. “What’s On Your Mind” was designed with that express purpose.
As with any marketing campaign, it’s aimed at a very specific audience—prospective students—with a clear call to action ("Request Info"). Once the a student engages with an ad by giving it a tap, they’re taken to a landing page. This interaction is the first indicator we can track to measure success of the campaign.