“Thousands of Reasons to Take a Look at USciences” Campaign

When University of the Sciences announced it was lowering tuition on Sept. 6, 2017, for incoming students in the fall of 2018, a multi-pronged brand awareness and recruitment campaign was created to spread the word.

The goal of the reset is to provide students and their families with price transparency, so that they will know the cost of attending USciences before they even apply. USciences used media placements, video, and social media to drive audiences to a dedicated landing page to learn more about the initiative. Focused on many valuable advantages offered to students and alumni, the new campaign conveys that there are “thousands of reasons to take a look at USciences.” In other ads, this value is communicated through several engaging headlines including: “Lower Tuition. Top 10 in Earnings.”; “The tuition equation just got easier.”; “Our students amount to more for less.”; and “Tuition. One less hurdle on the road to success.” The core advertising campaign was created in partnership with Aloysius Butler & Clark (AB&C) out of Wilmington, Del.

The print and digital campaign features current USciences students and speaks to the lower tuition message while emphasizing USciences’ "Proven Everywhere" outcome messaging that highlights the University’s alumni who go on to rewarding careers in the science and healthcare fields. It also further integrates the U.S. Department of Education’s College Scorecard data, which shows USciences is top 10 in the nation for median graduate salary a decade after enrolling.

An expanded and extensive suite of recruitment campaign materials were created in-house by the marketing department including: webpages, print and digital advertising, collateral, email, social media graphics, and presentations.

While the full results, i.e. deposits for 2018, will not be known until Fall 2018, since the launch, the University has been tracking significantly higher attendance from prospective students and their families at fall open house events and significantly higher numbers of applications.

Billboards (top); bus king and headliner (bottom)

Interior (l) and exterior (r) rail cards

Undergraduate recruitment outreach (l to r): Thousands of Reasons road brochure, postcard, flyer, email

Undergraduate recruitment outreach (l to r): Fast Facts handout, program brochure, print ad, Open House invite, email

Undergraduate recruitment outreach (l to r): digital and print advertising