www.TimDeBolt.com
HOW WE RESCUED A UNIVERSITY’S BRAND
• • •
www.UNDandMe.com
1
NUMBER OF ACTUAL/PROJECTED HIGH SCHOOL GRADUATES IN NORTH DAKOTA
NUMBER OF HIGH SCHOOL GRADUATES IN NORTH DAKOTA
2
10,000 9,000
BRAND CHAOS
3
8,000 7,000 6,000 5,000 4,000 3,000
In-state Rival Claims #1
2,000
Declining High School Graduate Population
1,000 2007
‘08
‘09
‘10
‘11
‘12
‘13
‘14
‘15
‘16
‘17
‘18
‘19
Logo Controversy Complete lack of consistency and Identity Guidelines had the major units of the University using their own “homegrown” version of the main logo. We corrected that.
Multiple Years of Declining Enrollment
SITUATION The University of North Dakota (UND) is a public research university located in Grand Forks, North Dakota. Established by the Dakota Territorial Assembly in 1883, six years before the establishment of the state of North Dakota, UND is the oldest and was once the largest university in the state. UND offers a variety of liberal arts, sciences, professional and specialized programs, including the only schools of law and medicine in the state. But is perhaps best known for its John D. Odegard School of Aerospace Sciences, which trains pilots and air traffic controllers from around the world. UND’s athletic teams compete in the NCAA’s Division I. And the UND Men’s hockey team has won several championships.
In 2009, the University of North Dakota was a brand in-crisis. Enrollment had plummeted, the Fighting Sioux logo controversy resurfaced, the state’s high school graduate population was declining, and for the first time in its 130-year history, in-state rival North Dakota State University (NDSU) took the #1 spot for enrollment in North Dakota. To reverse these declining trends, a new Director of Marketing position was formed. To
lead the charge, UND enlisted the expertise of Tim DeBolt, an MBA from the University of Florida and a successful media veteran in online, film, and the publishing industries. Within two months, Mr. DeBolt created and launched the University’s first enterprise-wide marketing campaign, “UND and Me.” And the unique multi-channel and multi-faceted approach enjoyed immediate success.
NUMBER OF ACTUAL/PROJECTED HIGH SCHOOL GRADUATES IN NORTH DAKOTA
NUMBER OF HIGH SCHOOL GRADUATES IN NORTH DAKOTA
2
10,000 9,000
BRAND CHAOS
3
8,000 7,000 6,000 5,000 4,000 3,000
In-state Rival Claims #1
2,000
Declining High School Graduate Population
1,000 2007
‘08
‘09
‘10
‘11
‘12
‘13
‘14
‘15
‘16
‘17
‘18
‘19
Logo Controversy Complete lack of consistency and Identity Guidelines had the major units of the University using their own “homegrown” version of the main logo. We corrected that.
Multiple Years of Declining Enrollment
SITUATION The University of North Dakota (UND) is a public research university located in Grand Forks, North Dakota. Established by the Dakota Territorial Assembly in 1883, six years before the establishment of the state of North Dakota, UND is the oldest and was once the largest university in the state. UND offers a variety of liberal arts, sciences, professional and specialized programs, including the only schools of law and medicine in the state. But is perhaps best known for its John D. Odegard School of Aerospace Sciences, which trains pilots and air traffic controllers from around the world. UND’s athletic teams compete in the NCAA’s Division I. And the UND Men’s hockey team has won several championships.
In 2009, the University of North Dakota was a brand in-crisis. Enrollment had plummeted, the Fighting Sioux logo controversy resurfaced, the state’s high school graduate population was declining, and for the first time in its 130-year history, in-state rival North Dakota State University (NDSU) took the #1 spot for enrollment in North Dakota. To reverse these declining trends, a new Director of Marketing position was formed. To
lead the charge, UND enlisted the expertise of Tim DeBolt, an MBA from the University of Florida and a successful media veteran in online, film, and the publishing industries. Within two months, Mr. DeBolt created and launched the University’s first enterprise-wide marketing campaign, “UND and Me.” And the unique multi-channel and multi-faceted approach enjoyed immediate success.
4
5
DECLINING ENROLLMENT
Increase Enrollment: Reclaim #1 Spot in State Increase Brand Awareness regionally, nationally, and around the world
MANDATE Retire Fighting Sioux Logo: previous 6 attempts failed Increase Quality Applicants Unify Siloed Marketing Efforts
Enrollment is the lifeline for a university. With a decreasing in-state high school population base, we needed to focus our efforts in state and beyond. We employed a multi-channel multi-faceted approach which this document outlines.
Vikings + UND $10,000 Academic Scholarship. The minimum requirements needed to even apply for the scholarship were in the top percentile for GPA and ACT standardized test scores for UND. Despite these lofty requirements, the scholarship attracted top applicants from 32 different states, Canada, the Caribbean, Europe, and Asia.
INCREASE QUALITY APPLICANTS
INCREASE BRAND REACH
The “UND and Me” campaign was built on the value of the partnership an individual forms with a university, and the subsequent return on that investment (ROI). In the case of many UND alumni, the return has been very significant. This concentration on ROI with our marketing campaign naturally brought in an increased applicant pool of high quality students.
We employed several techniques to increase the University’s brand reach. Certainly our partnerships with the internationallyrecognized brands of the Minnesota Twins & Minnesota Vikings were impactful in this endeavor.
However, to add to this effort of attracting high quality students, we established the
Our emphasis on video marketing and engaging in the social networks, allowed us to leverage the power of the social spaces that resulted in unprecedented brand reach.
LOGO CONTROVERSY In 2010, the Fighting Sioux Logo controversy was resurfacing, The Marketing Team strategized producing a new kind of behind-thescenes television show that would be both entertaining and informative. One of the core catalysts to produce the show however, was to to help acclimate UND’s fan base to a world without the beloved Sioux namesake. Thus, the show was titled, “UND Sports.”
UNIFY THE BRAND Part of our challenge at the University of North Dakota was the complete lack of unity with branding elements. UND had marketing professionals at various colleges, and although they were talented individuals, they were not coordinating their efforts, and in many cases not even communicating with one another. We changed all that. By forming the UND Design Group, a crossenterprise working body of experts that was charged with establishing comprehensive University Identity Guidelines that addressed
every aspect of our communications. These guidelines provided guidance to the institution’s marketing professionals, differentiated UND from its competitors, built positive attitudes towards the University, and helped UND to attract students, faculty/staff and partners. We are stronger when we speak as one. When there is a consistent, coordinated use of the university’s identity, together we increase our reputation for excellence and protect the integrity of our academics, research, and public missions.
The fresh unique behind-thescenes style of the show gained an international following online, and garnered national recognition with Best Digital Video Award from the 27th Annual Education Marketing Awards. And most-importantly, it was a key ingredient in the strategy for successfully retiring the Fighting Sioux brand.
4
5
DECLINING ENROLLMENT
Increase Enrollment: Reclaim #1 Spot in State Increase Brand Awareness regionally, nationally, and around the world
MANDATE Retire Fighting Sioux Logo: previous 6 attempts failed Increase Quality Applicants Unify Siloed Marketing Efforts
Enrollment is the lifeline for a university. With a decreasing in-state high school population base, we needed to focus our efforts in state and beyond. We employed a multi-channel multi-faceted approach which this document outlines.
Vikings + UND $10,000 Academic Scholarship. The minimum requirements needed to even apply for the scholarship were in the top percentile for GPA and ACT standardized test scores for UND. Despite these lofty requirements, the scholarship attracted top applicants from 32 different states, Canada, the Caribbean, Europe, and Asia.
INCREASE QUALITY APPLICANTS
INCREASE BRAND REACH
The “UND and Me” campaign was built on the value of the partnership an individual forms with a university, and the subsequent return on that investment (ROI). In the case of many UND alumni, the return has been very significant. This concentration on ROI with our marketing campaign naturally brought in an increased applicant pool of high quality students.
We employed several techniques to increase the University’s brand reach. Certainly our partnerships with the internationallyrecognized brands of the Minnesota Twins & Minnesota Vikings were impactful in this endeavor.
However, to add to this effort of attracting high quality students, we established the
Our emphasis on video marketing and engaging in the social networks, allowed us to leverage the power of the social spaces that resulted in unprecedented brand reach.
LOGO CONTROVERSY In 2010, the Fighting Sioux Logo controversy was resurfacing, The Marketing Team strategized producing a new kind of behind-thescenes television show that would be both entertaining and informative. One of the core catalysts to produce the show however, was to to help acclimate UND’s fan base to a world without the beloved Sioux namesake. Thus, the show was titled, “UND Sports.”
UNIFY THE BRAND Part of our challenge at the University of North Dakota was the complete lack of unity with branding elements. UND had marketing professionals at various colleges, and although they were talented individuals, they were not coordinating their efforts, and in many cases not even communicating with one another. We changed all that. By forming the UND Design Group, a crossenterprise working body of experts that was charged with establishing comprehensive University Identity Guidelines that addressed
every aspect of our communications. These guidelines provided guidance to the institution’s marketing professionals, differentiated UND from its competitors, built positive attitudes towards the University, and helped UND to attract students, faculty/staff and partners. We are stronger when we speak as one. When there is a consistent, coordinated use of the university’s identity, together we increase our reputation for excellence and protect the integrity of our academics, research, and public missions.
The fresh unique behind-thescenes style of the show gained an international following online, and garnered national recognition with Best Digital Video Award from the 27th Annual Education Marketing Awards. And most-importantly, it was a key ingredient in the strategy for successfully retiring the Fighting Sioux brand.
6
7
RESEARCH & BRAND ANALYSIS The marketing began with research and brand discovery. We concentrated our efforts on a thorough but rapid PEST analysis (Political, Economic, Social, Technological). This approach afforded us the benefits of being advised by
data as well as the human factor. The data revealed a sharply declining high school graduate population base. Troubling considering the majority of students came from North Dakota. With a declining ND pool, obviously this had
to change. The data also showed that the #1 largest alumni base for UND grads was the Twin Cities, Minnesota area. This also happens to be the home of the 5th largest university in the country, UM. We set our sites there.
NUMBER OF ACTUAL/PROJECTED HIGH SCHOOL GRADUATES IN NORTH DAKOTA
TOP UND ALUMNI BASE #1 Minneapolis, Minnesota
10,000 9,000
#2 Fargo, North Dakota
8,000
#3 Denver, Colorado
7,000 6,000
#4 Morehead, Minnesota
5,000
#5 Duluth, Minnesota
4,000
#6 Grand Forks, ND
3,000
#7 Chicago, Illinois
2,000 1,000 2007
‘08
‘09
‘10
‘11
‘12
‘13
‘14
‘15
‘16
‘17
‘18
‘19
#8 Bismarck, North Dakota
Dave St. Peter, President of the Minnesota Twins MLB Team, and UND alumnus
DATA ANALYSIS From UND Enrollment Services, we were given a list of principal feeder high schools and their associated data from class makeup to majors desired. We strategically targeted these schools with our direct mail and eBlasts. But also, employed geo-targeting in these areas for our Online and Mobile activity. In addition to this traditional approach, we built a profile analysis of the areas representing these feeder schools to identify potential new schools to approach and add to the mix.
HUMAN FACTOR This proved highly successful, as we dramatically increased applicants from the state of Minnesota. In fact, for the first time in the University’s history, the #1 feeder state was not North Dakota but rather Minnesota.
We were very fortunate to have the enthusiastic assistance from some of UND’s top alumni. Dave St. Peter (pictured above) lead the charge by giving selfessly of his time to appear on billboards, radio, television, and at in-game events.
Beyond the data, we looked to the human factor to tell the story of return-on-investment (ROI) for UND graduates.
Other notable participants included NHL Hockey star, Zach Parise. Former Miss North Dakota, top 100 California female attorney, and former owner of the LA Sparks, Carla Christofferson. And North Dakota’s favorite son, Jimmy Kleinsasser, at the time the longest tenured professional athlete of any sport in the Twin Cites.
6
7
RESEARCH & BRAND ANALYSIS The marketing began with research and brand discovery. We concentrated our efforts on a thorough but rapid PEST analysis (Political, Economic, Social, Technological). This approach afforded us the benefits of being advised by
data as well as the human factor. The data revealed a sharply declining high school graduate population base. Troubling considering the majority of students came from North Dakota. With a declining ND pool, obviously this had
to change. The data also showed that the #1 largest alumni base for UND grads was the Twin Cities, Minnesota area. This also happens to be the home of the 5th largest university in the country, UM. We set our sites there.
NUMBER OF ACTUAL/PROJECTED HIGH SCHOOL GRADUATES IN NORTH DAKOTA
TOP UND ALUMNI BASE #1 Minneapolis, Minnesota
10,000 9,000
#2 Fargo, North Dakota
8,000
#3 Denver, Colorado
7,000 6,000
#4 Morehead, Minnesota
5,000
#5 Duluth, Minnesota
4,000
#6 Grand Forks, ND
3,000
#7 Chicago, Illinois
2,000 1,000 2007
‘08
‘09
‘10
‘11
‘12
‘13
‘14
‘15
‘16
‘17
‘18
‘19
#8 Bismarck, North Dakota
Dave St. Peter, President of the Minnesota Twins MLB Team, and UND alumnus
DATA ANALYSIS From UND Enrollment Services, we were given a list of principal feeder high schools and their associated data from class makeup to majors desired. We strategically targeted these schools with our direct mail and eBlasts. But also, employed geo-targeting in these areas for our Online and Mobile activity. In addition to this traditional approach, we built a profile analysis of the areas representing these feeder schools to identify potential new schools to approach and add to the mix.
HUMAN FACTOR This proved highly successful, as we dramatically increased applicants from the state of Minnesota. In fact, for the first time in the University’s history, the #1 feeder state was not North Dakota but rather Minnesota.
We were very fortunate to have the enthusiastic assistance from some of UND’s top alumni. Dave St. Peter (pictured above) lead the charge by giving selfessly of his time to appear on billboards, radio, television, and at in-game events.
Beyond the data, we looked to the human factor to tell the story of return-on-investment (ROI) for UND graduates.
Other notable participants included NHL Hockey star, Zach Parise. Former Miss North Dakota, top 100 California female attorney, and former owner of the LA Sparks, Carla Christofferson. And North Dakota’s favorite son, Jimmy Kleinsasser, at the time the longest tenured professional athlete of any sport in the Twin Cites.
9
8
MARKETING STRATEGY: UBIQUITY Of course it is not possible to be all places all the time. But through clever and careful research-supported segmentation of our market, we were able to devise a multi-channel multi-faceted approach to our marketing that gave the “appearance” of ubiquity. To our target demos, we were where they were looking, giving the impression of being everywhere. This was our goal. And the achievement of which was confirmed with feedback from focus groups and exposure in news media. But most importantly and most precisely, the success of our strategy was confirmed through achieving record enrollment.
(see Claire’s story at http://UND.edu/Vikings)
OUR SOLUTION Align entire University under a data-driven, brand-centric, integrated marketing approach to drive increases in admissions and “dramatically” augment a global brand reach. Our multi-channel approach included ad space in all major media including television, radio, print, billboard, online, public relations, and heavy use of mobile and earned media.
CORPORATE PARTNERSHIPS
UND AND ME
TECHNOLOGY, VIDEO, & BRANDING
In order to get “Big Results,” we had to think Big. So, we partnered with beloved and internationally recognized brands, the Minnesota Twins and Minnesota Vikings.
The “UND and Me” campaign had a single brand driver, ROI. The undeniable success of a very large percentage of its alumni gave the appearance of a much higher ranked institution. We leveraged that to great success.
We employed a heavy mix of video marketing and technology to achieve our results. But we also formed a cross-enterprise governing body to form, implement, and govern the use of strong University Identity Guidelines.
From enrollment numbers to video views, the “UND and Me” Marketing Team was locked on our goals. And we persistently checked our results throughout the campaign, to ensure we were hitting the mark and make adjustments if need be. The amazing results of the “UND and Me” campaign are self-evident.
#1 ACADEMIC SCHOLARSHIP IN UNIVERSITY HISTORY The partnership between the University of North Dakota and the internationally-recognized brand of the Minnesota Vikings included a $10,000 Academic Scholarship for highly qualified freshmen wishing to attend UND. Due to the reach of the Vikings brand, the scholarship quickly became the most popular academic scholarship in the University’s history.
ABOVE PHOTO: 2013 Vikings+UND Academic Scholarship winner, Claire Mastel and family celebrate her achievement at the presentation ceremony during the Vikings final home game on the Mall of America Field. (see Claire’s story at http://UND.edu/Vikings)
9
8
MARKETING STRATEGY: UBIQUITY Of course it is not possible to be all places all the time. But through clever and careful research-supported segmentation of our market, we were able to devise a multi-channel multi-faceted approach to our marketing that gave the “appearance” of ubiquity. To our target demos, we were where they were looking, giving the impression of being everywhere. This was our goal. And the achievement of which was confirmed with feedback from focus groups and exposure in news media. But most importantly and most precisely, the success of our strategy was confirmed through achieving record enrollment.
(see Claire’s story at http://UND.edu/Vikings)
OUR SOLUTION Align entire University under a data-driven, brand-centric, integrated marketing approach to drive increases in admissions and “dramatically” augment a global brand reach. Our multi-channel approach included ad space in all major media including television, radio, print, billboard, online, public relations, and heavy use of mobile and earned media.
CORPORATE PARTNERSHIPS
UND AND ME
TECHNOLOGY, VIDEO, & BRANDING
In order to get “Big Results,” we had to think Big. So, we partnered with beloved and internationally recognized brands, the Minnesota Twins and Minnesota Vikings.
The “UND and Me” campaign had a single brand driver, ROI. The undeniable success of a very large percentage of its alumni gave the appearance of a much higher ranked institution. We leveraged that to great success.
We employed a heavy mix of video marketing and technology to achieve our results. But we also formed a cross-enterprise governing body to form, implement, and govern the use of strong University Identity Guidelines.
From enrollment numbers to video views, the “UND and Me” Marketing Team was locked on our goals. And we persistently checked our results throughout the campaign, to ensure we were hitting the mark and make adjustments if need be. The amazing results of the “UND and Me” campaign are self-evident.
#1 ACADEMIC SCHOLARSHIP IN UNIVERSITY HISTORY The partnership between the University of North Dakota and the internationally-recognized brand of the Minnesota Vikings included a $10,000 Academic Scholarship for highly qualified freshmen wishing to attend UND. Due to the reach of the Vikings brand, the scholarship quickly became the most popular academic scholarship in the University’s history.
ABOVE PHOTO: 2013 Vikings+UND Academic Scholarship winner, Claire Mastel and family celebrate her achievement at the presentation ceremony during the Vikings final home game on the Mall of America Field. (see Claire’s story at http://UND.edu/Vikings)
10
11
2010: UND VIDEOS VIEWED IN 4 COUNTRIES
OUTDOOR
MALL GRAFFITI / TRANSIT
Right-reading Interstate from state capital to in-state rival. Right-reading interstate from Twin Cities into North Dakota. Billboards featured UND Celebrities. Billboards in Twin Cities and Minot, ND.
High-end shopping malls in Twin Cities, Sioux Falls, and Chicago featured UND alumna Carla Christofferson, Top 100 female attorney in California and owner of LA Sparks Women’s Basketball Team.
MULTI-CHANNEL MULTI-FACETED APPROACH NEWS PRINT / MAGAZINE News print purchases in Twin Cities, Bismarck (state capital), and Grand Forks (local). Magazines included regional topic mags, and Twins & Vikings magazines.
GLOBAL MARKETING
TELEVISION Our original award-winning television show, UND Sports TV, was broadcast throughout the tri-state region of ND, SD, and MN. During the broadcast 7 minutes of commercials promoted the Academic side of UND.
10
11
2010: UND VIDEOS VIEWED IN 4 COUNTRIES
OUTDOOR
MALL GRAFFITI / TRANSIT
Right-reading Interstate from state capital to in-state rival. Right-reading interstate from Twin Cities into North Dakota. Billboards featured UND Celebrities. Billboards in Twin Cities and Minot, ND.
High-end shopping malls in Twin Cities, Sioux Falls, and Chicago featured UND alumna Carla Christofferson, Top 100 female attorney in California and owner of LA Sparks Women’s Basketball Team.
MULTI-CHANNEL MULTI-FACETED APPROACH NEWS PRINT / MAGAZINE News print purchases in Twin Cities, Bismarck (state capital), and Grand Forks (local). Magazines included regional topic mags, and Twins & Vikings magazines.
GLOBAL MARKETING
TELEVISION Our original award-winning television show, UND Sports TV, was broadcast throughout the tri-state region of ND, SD, and MN. During the broadcast 7 minutes of commercials promoted the Academic side of UND.
12
13
2013: UND VIDEOS VIEWED IN 198 COUNTRIES ON 6 CONTINENTS
RADIO
ONLINE
Heavy radio play from our partnerships with the Minnesota Twins and Vikings throughout a 7-state region. We also ran promotions with other top stations in the Twin Cities from NPR to top Pop & Country stations.
To maximize the return on our online ad dollars, we geo-targeted areas based on where “and when” our recruiters were in the region’s high schools and conferences. This effort included the U.S. and Canada.
MULTI-CHANNEL MULTI-FACETED APPROACH CUSTOMIZED eBLASTS We programmed a custom CRM database and mailing program to contact all high school guidance counselors in both private and public institutions covering a 14 state region critical to UND recruiting efforts.
GLOBAL MARKETING
MOBILE We employed mobile ad buys and earned media heavily in our porfolio mix. This strategy was integral in reaching our goals and setting records in brand reach that remain unparalleled still today at the University of North Dakota.
12
13
2013: UND VIDEOS VIEWED IN 198 COUNTRIES ON 6 CONTINENTS
RADIO
ONLINE
Heavy radio play from our partnerships with the Minnesota Twins and Vikings throughout a 7-state region. We also ran promotions with other top stations in the Twin Cities from NPR to top Pop & Country stations.
To maximize the return on our online ad dollars, we geo-targeted areas based on where “and when” our recruiters were in the region’s high schools and conferences. This effort included the U.S. and Canada.
MULTI-CHANNEL MULTI-FACETED APPROACH CUSTOMIZED eBLASTS We programmed a custom CRM database and mailing program to contact all high school guidance counselors in both private and public institutions covering a 14 state region critical to UND recruiting efforts.
GLOBAL MARKETING
MOBILE We employed mobile ad buys and earned media heavily in our porfolio mix. This strategy was integral in reaching our goals and setting records in brand reach that remain unparalleled still today at the University of North Dakota.
14
15
RECORD-SETTING RESULTS We saw almost immediate signs that the strategies of the “UND and Me” campaign were working. Although an enrollment number was not available for a few more months, Enrollment Services saw a marked
increase in applications received within the first two months of the campaign. This eventually lead to a new record in enrollment for the University at the end of the first year of the “UND and Me” campaign. By the end of the second year of the
UNIVERSITY OF NORTH DAKOTA STUDENT ENROLLMENT
Completion “UND and Me” Campaign
16,000
campaign, we’d set 5 records for enrollment for each semester (Fall, Spring, Summer). We also saw a video explosion online, as our video views went from the previous mark of less than 2,000 per year to over a MILLION in 18 months!
TOP STUDENT SCHOLARSHIP APPS 50
increase in Local Transfer Applicants
45
15,000
STATES REPRESENTED
STUDENT ENROLLMENT
15,500
14,500 14,000 13,500 13,000 12,500
Start
“UND and Me” Campaign
12,000 11,500
40
23%
30 25
18 States
increase in enrollment of students from Minnesota
500% 7,043%
increase in web traffic
15 10
8 States
5 0
YEAR
32 States
35
20
15.7% 32%
increase in Overall Enrollment
2011
2012
“UND and Me” Campaign
2013
New Direction
increase in video views
AWARD-WINNING TELEVISION
23%
increase in Female online viewership
At a time when the Fighting Sioux Logo controversy was resurfacing, The Marketing Team decided to produce a television show, UND Sports TV, to help acclimate UND’s fan base to a world without the beloved Sioux namesake. The fresh unique behind-the-scenes style of the show gained an international following online, and garnered national recognition with Best Digital Video Award from the 27th Annual Education Marketing Awards.
VIDEO MARKETING EXPLOSION FROM 0 TO OVER A MILLION VIEWS! Video Marketing was a major component of our marketing portfolio, and a big contributor to the success of the “UND and Me” campaign. The previous University YouTube Channel struggled to reach 2,000 views per year. We shattered that mark by starting a new channel and grew it from 0 views to over a MILLION views in 18 months.
Female Male
2012
Female
2010
Male
14
15
RECORD-SETTING RESULTS We saw almost immediate signs that the strategies of the “UND and Me” campaign were working. Although an enrollment number was not available for a few more months, Enrollment Services saw a marked
increase in applications received within the first two months of the campaign. This eventually lead to a new record in enrollment for the University at the end of the first year of the “UND and Me” campaign. By the end of the second year of the
UNIVERSITY OF NORTH DAKOTA STUDENT ENROLLMENT
Completion “UND and Me” Campaign
16,000
campaign, we’d set 5 records for enrollment for each semester (Fall, Spring, Summer). We also saw a video explosion online, as our video views went from the previous mark of less than 2,000 per year to over a MILLION in 18 months!
TOP STUDENT SCHOLARSHIP APPS 50
increase in Local Transfer Applicants
45
15,000
STATES REPRESENTED
STUDENT ENROLLMENT
15,500
14,500 14,000 13,500 13,000 12,500
Start
“UND and Me” Campaign
12,000 11,500
40
23%
30 25
18 States
increase in enrollment of students from Minnesota
500% 7,043%
increase in web traffic
15 10
8 States
5 0
YEAR
32 States
35
20
15.7% 32%
increase in Overall Enrollment
2011
2012
“UND and Me” Campaign
2013
New Direction
increase in video views
AWARD-WINNING TELEVISION
23%
increase in Female online viewership
At a time when the Fighting Sioux Logo controversy was resurfacing, The Marketing Team decided to produce a television show, UND Sports TV, to help acclimate UND’s fan base to a world without the beloved Sioux namesake. The fresh unique behind-the-scenes style of the show gained an international following online, and garnered national recognition with Best Digital Video Award from the 27th Annual Education Marketing Awards.
VIDEO MARKETING EXPLOSION FROM 0 TO OVER A MILLION VIEWS! Video Marketing was a major component of our marketing portfolio, and a big contributor to the success of the “UND and Me” campaign. The previous University YouTube Channel struggled to reach 2,000 views per year. We shattered that mark by starting a new channel and grew it from 0 views to over a MILLION views in 18 months.
Female Male
2012
Female
2010
Male
16
17
OUR UNIQUE APPROACH An integrated Marketing Plan was developed employing all University and College specific goals across the entire organization. We utilized a multi-channel approach with ad space in television, radio, print, billboard, online, mobile, and public relations. However, what made the “UND and Me” campaign most unique and successful, was our multi-faceted approach to leveraging the power of all channels, traditional and nontraditional alike. “Original programming” was key to our success. We created engaging content from a health Webisode, UND Health, that ran online and was broadcast in area hospitals and doctors’ offices to our award-winning broadcast TV show, UND Sports TV.
UND HEALTH
A DAY IN THE LIFE
A general health webisode with mass appeal that ran online and in area hospitals and doctors’ offices TVs, in the process promoting UND Med.
Out-of-the-box approach captures life as a student at UND. We wake up with the student and follow them all day, until they go to sleep.
FAST CLASS
UND PROTIPS
A 60-second look at classes offered at UND from meeting the professor to getting current student perspectives on the course.
UND Sports TV went up with the UND Aerobatics Team and learned how to “Flip a Plane!” Our GoPro™ Cameras caught it all on video. See a clip from the story at: http://youtu.be/UAWmL8mrkKE
16
17
OUR UNIQUE APPROACH An integrated Marketing Plan was developed employing all University and College specific goals across the entire organization. We utilized a multi-channel approach with ad space in television, radio, print, billboard, online, mobile, and public relations. However, what made the “UND and Me” campaign most unique and successful, was our multi-faceted approach to leveraging the power of all channels, traditional and nontraditional alike. “Original programming” was key to our success. We created engaging content from a health Webisode, UND Health, that ran online and was broadcast in area hospitals and doctors’ offices to our award-winning broadcast TV show, UND Sports TV.
UND HEALTH
A DAY IN THE LIFE
A general health webisode with mass appeal that ran online and in area hospitals and doctors’ offices TVs, in the process promoting UND Med.
Out-of-the-box approach captures life as a student at UND. We wake up with the student and follow them all day, until they go to sleep.
FAST CLASS
UND PROTIPS
A 60-second look at classes offered at UND from meeting the professor to getting current student perspectives on the course.
UND Sports TV went up with the UND Aerobatics Team and learned how to “Flip a Plane!” Our GoPro™ Cameras caught it all on video. See a clip from the story at: http://youtu.be/UAWmL8mrkKE
18
19
BROADCAST TV WITHOUT A NET! The UND Marketing Group in collaboration with UND Athletics, and the UND Alumni Association and Foundation, produced UND’s weekly broadcast cable television show, UND Sports TV. Shot 100% on location.
UNDMG, in collaboration with the UND Alumni Association & Foundation, and UND Athletics leveraged the power and popularity of UND sports programs. In the process, we brought in new fans, strengthened alumni ties, and spotlighted all that the University of North Dakota and the Grand Cities have to offer, from Athletics to Academics to
Community. The show was a regional fan favorite in the tristate area (ND, SD, MN), which is the core recruiting
Since the show was Universityproduced, we controlled the majority of the ad space. Therefore, we ran TV commercials p r o m o t i n g all Colleges, departments, and programs. In many cases, due to their budget constraints this was the first and only television advertising these units ever received.
Based off the strategy of a Harvard Business School case, we helped our media partners by helping ourselves. area for the University. The show was also rebroadcast online and has been viewed by fans in 198 different countries on 6 continents.
NATIONAL AWARD BEST DIGITAL VIDEO! 2013 recipient of “Best Digital Video,” 27th National Educational Marketing Awards.
UND Sports TV
much more than just a sports show...
$250K FREE
TV Advertising to ACADEMIC Colleges
Attendance Big Jump Up in All Athletic programs
Exposure
Broadcast throughout tri-state ND, SD, MN. Core recruiting area. Plus viewed online in 198 countries on 6 continents
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BROADCAST TV WITHOUT A NET! The UND Marketing Group in collaboration with UND Athletics, and the UND Alumni Association and Foundation, produced UND’s weekly broadcast cable television show, UND Sports TV. Shot 100% on location.
UNDMG, in collaboration with the UND Alumni Association & Foundation, and UND Athletics leveraged the power and popularity of UND sports programs. In the process, we brought in new fans, strengthened alumni ties, and spotlighted all that the University of North Dakota and the Grand Cities have to offer, from Athletics to Academics to
Community. The show was a regional fan favorite in the tristate area (ND, SD, MN), which is the core recruiting
Since the show was Universityproduced, we controlled the majority of the ad space. Therefore, we ran TV commercials p r o m o t i n g all Colleges, departments, and programs. In many cases, due to their budget constraints this was the first and only television advertising these units ever received.
Based off the strategy of a Harvard Business School case, we helped our media partners by helping ourselves. area for the University. The show was also rebroadcast online and has been viewed by fans in 198 different countries on 6 continents.
NATIONAL AWARD BEST DIGITAL VIDEO! 2013 recipient of “Best Digital Video,” 27th National Educational Marketing Awards.
UND Sports TV
much more than just a sports show...
$250K FREE
TV Advertising to ACADEMIC Colleges
Attendance Big Jump Up in All Athletic programs
Exposure
Broadcast throughout tri-state ND, SD, MN. Core recruiting area. Plus viewed online in 198 countries on 6 continents
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Viewed Online in 198 Countries on 6 Continents!
UND SPORTS TV The show’s fast-paced modular style allowed it to play equally well online as it did on broadcast television. UND Sports TV was consistently ranked in the top spot for its Friday night primetime slot, and enjoyed high Nielsen ratings for both years. The show spawned a plethora of original programming at UND that has garnered regional Emmy nominations and a fan-base around the globe.
Day in the Life
Featured in the Twin Cities
Student-athlete profiles
Hosted by Josh Morton
FanZone with Lacey Erickson
ProTips with Danny Luetzen
Shot 100% on-Location
Not My Job
Ask The AD + Coach’s Corner
Sports Round-Up with Rhaya Ballon
Inside Access w/Brian Gendreau
7 minutes of University Commercials!
ND Governor Dalyrmple and other notable area celebrities appeared on the show
On The Field - In The Action
Show Bloopers
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Viewed Online in 198 Countries on 6 Continents!
UND SPORTS TV The show’s fast-paced modular style allowed it to play equally well online as it did on broadcast television. UND Sports TV was consistently ranked in the top spot for its Friday night primetime slot, and enjoyed high Nielsen ratings for both years. The show spawned a plethora of original programming at UND that has garnered regional Emmy nominations and a fan-base around the globe.
Day in the Life
Featured in the Twin Cities
Student-athlete profiles
Hosted by Josh Morton
FanZone with Lacey Erickson
ProTips with Danny Luetzen
Shot 100% on-Location
Not My Job
Ask The AD + Coach’s Corner
Sports Round-Up with Rhaya Ballon
Inside Access w/Brian Gendreau
7 minutes of University Commercials!
ND Governor Dalyrmple and other notable area celebrities appeared on the show
On The Field - In The Action
Show Bloopers
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VIKINGS PARTNERSHIP Under the guidance of UND’s Director of Marketing, Tim DeBolt, the University of North Dakota partnered with the Minnesota Vikings in a very unique and extremely effective partnership. With this partnership, the University benefitted from the Vikings multi-million international fanbase, as well as all of the Vikings media channels, including Vikings TV, radio, in-game playbooks, internationally-distributed yearbook, Vikings online, Vikings Facebook, Twitter, eBlasts, and arena signage. The partnership also provided a $10,000 undergraduate scholarship to one deserving incoming freshman to UND. The scholarship quickly became the most popular academic scholarship in the history of the University.
Tim DeBolt shoots video of Jacob Greenmyer winner of the 2012 Vikings Academic Scholarship. Jacob was a 4.0 GPA high school student and cancer-survivor,
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VIKINGS PARTNERSHIP Under the guidance of UND’s Director of Marketing, Tim DeBolt, the University of North Dakota partnered with the Minnesota Vikings in a very unique and extremely effective partnership. With this partnership, the University benefitted from the Vikings multi-million international fanbase, as well as all of the Vikings media channels, including Vikings TV, radio, in-game playbooks, internationally-distributed yearbook, Vikings online, Vikings Facebook, Twitter, eBlasts, and arena signage. The partnership also provided a $10,000 undergraduate scholarship to one deserving incoming freshman to UND. The scholarship quickly became the most popular academic scholarship in the history of the University.
Tim DeBolt shoots video of Jacob Greenmyer winner of the 2012 Vikings Academic Scholarship. Jacob was a 4.0 GPA high school student and cancer-survivor,
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TWINS PARTNERSHIP The Minnesota Twins Baseball Team is one of the most beloved and recognized brands in the upper Midwest. The fact that the President of the team, Dave St. Peter, is also a UND alumnus made the strategy of partnering with the Twins a “no-brainer.” Although Dave had refused to advertise with the University in the past, we approached him with a different type of campaign. We asked Dave to espouse a campaign that supported the value of receiving a quality education. He liked the “high brow approach” and came onboard. The rest is history, as the partnership grew into multiple “value-added” exposures online, on radio, and many in-game free-of-charge promotions featuring everything from UND ROTC to UND TV.
Twins Radio Coverage UND ROTC is featured during a Twins game at Target Field as part of the “UND and Me” campaign.
ND
MI
MN
WS Danny Luetzen, UND Student anchor of UND Sports TV, threw the first pitch at Twins game as part of the “UND and Me” campaign.
SD IA
Dave St. Peter, President of the Minnesota Twins MLB Team, and University of North Dakota alumnus
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TWINS PARTNERSHIP The Minnesota Twins Baseball Team is one of the most beloved and recognized brands in the upper Midwest. The fact that the President of the team, Dave St. Peter, is also a UND alumnus made the strategy of partnering with the Twins a “no-brainer.” Although Dave had refused to advertise with the University in the past, we approached him with a different type of campaign. We asked Dave to espouse a campaign that supported the value of receiving a quality education. He liked the “high brow approach” and came onboard. The rest is history, as the partnership grew into multiple “value-added” exposures online, on radio, and many in-game free-of-charge promotions featuring everything from UND ROTC to UND TV.
Twins Radio Coverage UND ROTC is featured during a Twins game at Target Field as part of the “UND and Me” campaign.
ND
MI
MN
WS Danny Luetzen, UND Student anchor of UND Sports TV, threw the first pitch at Twins game as part of the “UND and Me” campaign.
SD IA
Dave St. Peter, President of the Minnesota Twins MLB Team, and University of North Dakota alumnus
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COLLATERAL
Outdoor, Mall, Transit
apply at
Student of the Month Webisode
UND.edu/Vikings
Jimmy Kleinsasser #40, position Tight End 2nd Rnd Draft Pick by Minnesota in the 1999 Pro Football Draft, 13th Season in the League UND Football Star (‘95-98)
Television
Radio
Direct Mail
Online, Mobile (Responsive Web Design)
Social Networks
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COLLATERAL
Outdoor, Mall, Transit
apply at
Student of the Month Webisode
UND.edu/Vikings
Jimmy Kleinsasser #40, position Tight End 2nd Rnd Draft Pick by Minnesota in the 1999 Pro Football Draft, 13th Season in the League UND Football Star (‘95-98)
Television
Radio
Direct Mail
Online, Mobile (Responsive Web Design)
Social Networks
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Record Enrollment: Reclaimed #1 Spot in State
Record Number of Qualified Applications Award-winning Original Television Programming 0 to 1 Million Video Views in 18 Months Partnerships with Minnesota Vikings & Minnesota Twins
Unified Brand: University Identity Guidelines Established Enlisted appearances from A-List UND Celebrities Online Content Viewed in 198 Countries on 6 Continents Television Appearances by the Governor, Senators, & Area Celebs
#1 Academic Scholarship in University History TIM DEBOLT, MBA • DIRECTOR OF STRATEGY, UND • WWW.TIMDEBOLT.COM • CONTACT@TIMDEBOLT.COM • C/T (615) 483-9283