With an eye toward standing out in a crowded marketplace, New College of Florida (New College)—a public honors college for the liberal arts—sought substantial increases in student enrollment over the next several years (starting in fall 2013). New College chose Stamats to develop an integrated marketing campaign using well-focused messages to reach targeted market segments. The campaign needed to build on the genuine strengths of New College and address important perceived weaknesses in a positive way through a mix of media and messaging.

With Stamats’ research in hand, New College identified perceived weaknesses that were important to address with the College’s target markets. A subsequent on-campus message strategy workshop produced a list of key attributes and strengths to be incorporated in messages throughout the admissions funnel. With this strategy in mind, Stamats drafted a set of creative concepts based on the identified attribute strengths and weaknesses; New College selected “Brilliantly Unique. Uniquely Brilliant.” Combining this concept with an edgy design, Stamats recommended an integrated media mix that included print, video, web, and social media elements to share resonant, first-person stories about graduate success, academic rigor, and affordability/financial aid.

New College administrators report the highest volume of applications and enrollees in the College’s history in the year following the launch of the “Brilliantly Unique. Uniquely Brilliant” campaign. The creative campaign has garnered ADDY® and Higher Education Market Report awards. Taking our recommendations to heart, New College has also incorporated the “Brilliantly Unique. Uniquely Brilliant.” concept on its institutional website, across social media platforms, in printed materials, and in email communications.

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