The Ask
Turning Student Interest into Committed Enrollment
The University of Florida College of Pharmacy (UF COP) came to Frankel because they were experiencing significant student melt – the drop-off between acceptance and enrollment. As a nationally ranked program, they had no shortage of interest, but they were losing top students to competitors and missing opportunities to grow out-of-state enrollment.
Our task was to strengthen engagement during the melt period and better position the college as the place where driven students go to pursue greatness.
What We Did:
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Strategic Approach
Research & Discovery
To develop a targeted communication strategy, we took several steps. First, we conducted research, which included in-depth interviews, focus groups, and surveys. We then extrapolated the findings from this research to establish a compelling brand position rationale for the college. We developed creative assets like a student recruitment anthem video and supporting collateral to enhance the campaign. Finally, we implemented a strategic marketing plan using digital tactics and direct mail to engage their target audience.
Brand Position Rationale
From this research, we developed a powerful brand theme: Pursue Greatness. It spoke to the mindset of future pharmacists – ambitious, hardworking, and purpose-driven – and mirrored the values of the college itself. This positioning provided a unified story that could carry across recruitment, alumni engagement, and faculty development.
Results
Climbed to #5
UF College of Pharmacy climbed to #5 in national pharmacy school rankings (U.S. News & World Report, 2020)
Brand Anthem Video
A Call to Future Doctors and Doers
The brand anthem was more than a recruitment piece. It was an inspirational, cinematic expression of what it means to Pursue Greatness at the University of Florida College of Pharmacy. We developed the concept and script to speak directly to aspiring pharmacists, connecting their personal mission with UF COP’s commitment to transforming health outcomes through innovative science and service.
Digital Campaign & Landing Page
Guiding Students from Interest to Action
To convert interest into enrollment, we created a fully integrated digital experience, beginning with a dedicated landing page that spotlighted UF COP’s strongest differentiators: career-ready degree programs, job security stats, scholarship opportunities, and a proven alumni network.
From there, we supported the page with a targeted digital ad strategy focused on high-potential out-of-state markets. Together with email, direct mail, and a lookbook, these pieces worked to keep UF COP top of mind through every stage of the decision process.
Email Campaign & Direct Mail
Personal, Timed and Measurably Effective
To keep accepted students engaged during the critical melt period, we built an email and direct mail campaign designed to feel personal, relevant, and reassuring. Every message anticipated the questions prospective students were already asking about cost, campus life, job placement and the value of choosing UF COP over other top-ranked schools.
Meanwhile, direct mail served as a high-touch reminder during key decision windows.
Lookbook
A Deeper Look at Life at UF COP
Part magazine, part roadmap, the lookbook was an immersive guide to life inside the College of Pharmacy. From degree options and curriculum breakdowns to profiles of standout faculty, student stories, and hands-on research opportunities, this piece painted a vivid picture of what it means to belong at UF COP and guide people to becoming a Gator.
