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MCNEESE STATE UNIVERSITY

Boosting Brand Recall by 31% at McNeese State University
31% increase in brand awareness
15% influencer engagement rate
2,750,000 total impressions delivered

CAMPAIGN INFORMATION

Glacier put together a marketing strategy to bolster McNeese’s brand outreach and awareness. The campaign utilized a combination of traditional advertising in strategically targeted high schools, a student influencer campaign to reach Gen Zs in Louisiana and Texas, and a new digital advertising campaign geo-fencing target high schools. Through refreshed local advertising and the introduction of outreach in new regions, Glacier was able to grow brand awareness by over 31% amongst high school students.
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MCNEESE STATE UNIVERSITY

McNeese State University, one of the top-ranked public universities in the nation, engaged with prospective students through comprehensive open houses and campus visits. Despite the innovative offerings, many high school students in the region remained unaware of McNeese and their strong reputation as an economic and workforce development partner.

To improve brand awareness and increase enrollment, McNeese needed to implement a widespread marketing campaign to reach more students.

CHALLENGES

  • Competitive marketplace for high school students
  • Very minimal brand exposure
  • Lack of understanding around affordable programs and tuition offers
  • Limited budget for reaching the target audience

THE PLAN

  • Target high schools throughout Louisiana and Texas with wall ads showcasing McNeese State University as a respected higher education option.
  • Promote Open Houses and Campus Visit Days with a new digital advertising strategy including customized landing pages for respective high schools and target audiences.
  • Use Campus Visit Days to kick off a Micro-Influencer campaign. Consistent content generation from influencers about their experiences with McNeese and interest in enrolling.
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INFLUENCER POST EXAMPLE

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INFLUENCER POST EXAMPLE

"Glacier holds themselves and those involved to the highest standard. Working with someone who pays that much attention to the details is a big advantage."
Ginny KargDirector of Marketing

CAMPAIGN METRICS

HIGH SCHOOL ADVERTISING

1,750,000 impressions delivered across 10 high schools

Counselor Feedback:

  • “I thought it was really, really good and it stayed up really well. Usually, the ones we put up the kids will take them down within a week.”
  • “(The mural) looks really good. This is the first time we have had anything like this!”

STUDENT INFLUENCERS

48 total posts
10,870 total engagements
15% average engagement rate
36,840 total impressions
17,450 unique students reached

DIGITAL DISPLAY ADVERTISING

$9.68 combined CPM
0.27% Clickthrough Rate