Client

Lawrence Technological University

Industry

Ask

Brand Awareness

Objective

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 who to change the world.

The Challenge

Lawrence Technical Institute was facing several key challenges:

  • Competition: Increased competition from other technical institutions nationally and internationally. In addition to
    traditional competition, universities in the United States are competing for a smaller audience pool as universities are
    facing an enrollment deficit.
  • 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 challenges.

TMV Group was brought in to revitalize their marketing approach and better align the brand with its target audience.

The Strategy

Research and Insights

TMV Group began by conducting comprehensive market research and a brand audit. This included:

  • Market Analysis: Identifying key demographics and psychographics of potential students.
  • Competitor Research: Benchmarking LTU’s positioning against other regional and national technical universities.

Campaign Development

TMV Group rolled out a multi-channel 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 digital campaign targeting prospective students with personalized content based on their interests
    in specific programs.

The Execution

TMV Group’s execution included:

  • Commercial Production: Created a series of Spots that brought “Be Curious. Make Magic.”to life. LTU’s cutting-
    edge facilities and student experiences.
  • Video Production: Created a series of high-quality videos that showcased LTU’s cutting-edge facilities and
    student experiences.
  • Social Engagement: Launched a social media strategy that involved both paid and organic content, generating
    buzz and engagement among prospective students. Launched a social media that involved both paid and
    organic content using tactics that reflected the audience needs and prioritizes those needs over dictating
    brand benefits.
  • Ad Campaigns: Launched a social media strategy that involved both paid and organic content, generating buzz
    and engagement among prospective students. 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 Brand DNA.

The Results

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.

Testimonial

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.”

– Lawrence Technological University

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