University of Kentucky
A government challenge, an aggressive goal, and a data-driven research/branding initiative helped Kentucky increase enrollment by 20% in just 5 months.
Responding to the challenge presented by the Kentucky legislature to become “a top 20 public research university by 2020,” University of Kentucky (UK) leadership established an ambitious “Top 20 Business Plan.” Central to the plan is the goal of growing enrollment from 22,000 to 35,000 by 2020. To achieve that objective, UK partnered with Stamats to better understand the perceptions of its target audiences and develop a new branding campaign that would engage those audiences and drive enrollment.
Stamats began by working with UK to design a comprehensive research agenda that matched the magnitude of the challenge. Once complete, our research showed that to achieve its enrollment goals, the university needed to greatly expand its recruitment efforts beyond Kentucky. UK leadership quickly realized that to increase market share, they first had to increase mindshare.
Our strategists, writers, and designers collaborated to distill and communicate the true essence and benefits of a UK education, as well as the key features that distinguish the university from competing institutions. Those features included UK’s:
- Top-ranked academics
- School pride, spirit, and level of student involvement
- School colors
- Athletic reputation
Stamats wove these qualities into a vibrant “See Blue” brand identity – a powerful calling card that immediately communicates UK’s purpose and promise.
The “See Blue” brand identity quickly captured the hearts and imaginations of the entire campus community. It’s been applied across many mediums including UK’s institutional website, public relations events, and comprehensive ad campaigns.
Five months after implementation, applications to UK increased by 20% and overall and undergraduate enrollment also increased. Importantly, the quality of incoming freshman improved as well. New students had higher GPA and average ACT scores and more students were Governor’s Scholars, Governor’s School for the Arts Scholars, and National Merit Scholars.
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The Challenge
Responding to the challenge presented by the Kentucky legislature to become “a top 20 public research university by 2020,” University of Kentucky (UK) leadership established an ambitious “Top 20 Business Plan.” Central to the plan is the goal of growing enrollment from 22,000 to 35,000 by 2020. To achieve that objective, UK partnered with Stamats to better understand the perceptions of its target audiences and develop a new branding campaign that would engage those audiences and drive enrollment.
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The Project
Stamats began by working with UK to design a comprehensive research agenda that matched the magnitude of the challenge. Once complete, our research showed that to achieve its enrollment goals, the university needed to greatly expand its recruitment efforts beyond Kentucky. UK leadership quickly realized that to increase market share, they first had to increase mindshare.
Our strategists, writers, and designers collaborated to distill and communicate the true essence and benefits of a UK education, as well as the key features that distinguish the university from competing institutions. Those features included UK’s:
- Top-ranked academics
- School pride, spirit, and level of student involvement
- School colors
- Athletic reputation
Stamats wove these qualities into a vibrant “See Blue” brand identity – a powerful calling card that immediately communicates UK’s purpose and promise.
-
The Results
The “See Blue” brand identity quickly captured the hearts and imaginations of the entire campus community. It’s been applied across many mediums including UK’s institutional website, public relations events, and comprehensive ad campaigns.
Five months after implementation, applications to UK increased by 20% and overall and undergraduate enrollment also increased. Importantly, the quality of incoming freshman improved as well. New students had higher GPA and average ACT scores and more students were Governor’s Scholars, Governor’s School for the Arts Scholars, and National Merit Scholars.
