reach and recruit more students of color and faith
The nation’s only historically black, Seventh-day Adventist (SDA) university, Oakwood’s strong reputation in their Southern SDA community is no longer enough to attract students, who are now looking at colleges outside their faith and region. With fall 2020 registration just months away, they turned to AW to help achieve their recruitment goals. We turned on a dime, developed a research-fueled digital and direct marketing strategy—and delivered.
Reach prospects with digital precision
We know who the Oakwood University student is: Our precise digital, paid search and social media marketing strategy finds them (and their key influencers) and inspires them to apply.
VIDEO & MOTION
Engage with relevant messaging
While the University’s values-centered mission is strong, so too is the real-world, career-building value an Oakwood education provides: Our video content—placed in digital and paid social media (including TikTok)—leverages both.
Landing Page Development
Make their online experience personal
Our research showed that the personal attention the Oakwood enrollment specialist team delivers is critical to converting “on-the-fence” candidates. With in-person off the table during the pandemic, geotargeted landing pages connected prospects via text with their specialist, who then continued the conversation virtually.
Move them through the prospect journey (through their mailbox)
Programmatic direct mail—delivered within 24 hours to prospects who visit the landing page but don’t complete an online application—focuses on Oakwood’s unique CARE work-scholarship program, delivering the strong affordability message that’s more relevant than ever.
of prospective student goal achieved
more efficient CPA versus industry average
more efficient display and retargeting CPA versus industry average