Molloy University
enroll the largest incoming class ever
overview
To guide its change to University—and make this designation as important to prospective students as it was to the former Molloy College—they turned to Austin Williams, their agency of record for more than 17 years. Once again, we delivered with a multidimensional and visually exciting campaign that stood out from the sea of newly named universities to drive in the largest freshman class in the school’s history.
Brand Development
Make it about them . . . and U
The agency-designed icon for the new Molloy University is transformed into a branded homonym—representing both the University and the individual—to make the campaign ownable without overshadowing Molloy’s student focus.
VIDEO & MOTION
(Not) too cool for (this) school
Vibrant, hip visuals with diverse student archetypes and career-focused symbols position the University as relevant, inclusive, and forward-thinking.
Stand out from the pack . . .
Launch “welcome” messaging was a powerful personal affirmation for the student and an engaging, embracing invitation to experience the new Molloy University.
Digital
And drive in the students
Our digital marketing strategy shifted our focus to program-specific messaging, driving prospective students to conversion-focused landing pages.
Outcomes
#1
Molloy’s largest incoming class ever
#1
open house attendance in Molloy’s history
41%
conversions attributed to paid social and paid search campaigns