TMV Group was tasked with creating a marketing campaign that resonated with prospective students and parents, highlighting LTU’s strong focus on technology, innovation, and hands-on education, while differentiating it from competitors by uncovering what “technology” is and what draws people to a school driven to change the world.
Lawrence Technological University was facing several key challenges:
Competition: Increased competition from other technical institutions nationally and internationally. In addition to traditional category competition, LTU needed to contend with a nationwide enrollment deficit resulting in a smaller applicant pool across all universities.
Brand Perception: LTU needed a campaign to inspire a new generation of thinkers.
Generational Communication: LTU’s existing digital channels were underperforming, leading to lower engagement and application rates. Communication tone and content were not targeted to address generational needs.
TMV Group was brought in to revitalize LTU’s marketing approach and better align the brand with its target audience.
Research and Insights
TMV Group began by conducting a comprehensive market research and brand audit. This included:
Market Analysis: Identifying key demographics and psychographics of potential students.
Competitor Research: Benchmarking LTU’s position against other regional and national technical universities.
Brand Identity
Utilizing key strategic insights, TMV Group developed revised messaging and design to exemplify the updated brand. This included:
Themeline: Building a new brand DNA that interconnected the core brand benefits of a student-first education focused on technological innovation with an aspirational emotional appeal to the target audience.
Design Elements: Creating a new look and feel that modernized the brand and performed well across tactical executions.
Campaign Development
TMV Group rolled out a multichannel marketing campaign featuring:
Broadcast, Connected TV, Targeted Digital, Video Campaigns: Highlighted real student success stories, hands-on learning environments, and the technological resources available at LTU.
Social: Developed strong content for platforms popular with Gen Alpha.
New Website: Complete redesign and rebuild of the LTU website. Improved the website’s layout for easier navigation, faster load times, and more engaging content, which aligned with the new brand messaging.
Digital: Implemented a digital campaign targeting prospective students with personalized content based on their interests in specific programs.
TMV Group’s execution included:
Commercial Production: Created a series of commercials that brought “Be Curious. Make Magic.” to life while showcasing LTU’s cutting-edge facilities and student experiences.
Video Production: Created a series of college-specific video stories that used curiosity to personify LTU’s student-led approach to education.
Social Engagement: Launched a social media strategy that involved both paid and organic content to generate buzz and engagement among prospective students by using tactics that reflected the audience needs and prioritized those needs over dictating brand benefits.
Ad Campaigns: Used targeted media strategies to drive traffic to the newly optimized website. Key visuals and campaign assets were rolled out across digital platforms, creating a cohesive brand presence that aligned with LTU’s new brand DNA.
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The impact of TMV Group’s campaign was significant:
15% Increase in application submissions within the first year of the campaign.
25% Growth in engagement across LTU’s social media channels.
SEO Performance: Website traffic from organic search increased by 30% after the site optimization.
Positive Feedback: Prospective students and parents provided excellent feedback on the new look and feel of the LTU digital experience, praising the clarity and modern appeal.
This campaign not only increased LTU’s visibility but also redefined its brand perception, allowing it to stand out in a competitive market. The insights and strategies developed for LTU continue to inform TMV Group’s approach to higher education marketing, proving the power of a well-executed digital transformation.
“TMV Group brought our vision to life and truly understood the unique value we offer to students. Their strategic approach and creative execution elevated our brand and set us apart from other institutions in ways we hadn’t imagined.”
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Contact TMV Group to discuss how we can craft a winning strategy for your institution or business.