The Situation
Agency of Record for University of Richmond
As the agency of record for the University of Richmond (UR), Frankel maintains a close partnership with the UR Marketing, Communications and Enrollment team, engaging in strategic planning, campaign development, and the continuous management of paid advertising, alongside reporting and creative guidance.
At Frankel, we partner with internal teams to create great work – in whatever capacity works best for your business needs.
What We Did:
- Strategic Planning
- Campaign Development
- Digital Strategy, Management and Reporting
Strategic Approach
A Partner In Problem-Solving
Our collaboration with the University varies in capacity, from ideating campaign concepts to offering insights into messaging strategies, which university writers and designers then bring to life. Frankel provides consultative support to the internal team by reviewing and offering feedback on creative iterations, guiding the strategic trajectory of campaigns and other marketing and communications initiatives.
From Consultation To Campaign
Our first engagement kicked off a brand awareness campaign with a focused two-day strategic planning and discovery session, culminating in the creation of a comprehensive campaign floor plan and tactical media strategy. We offered recommendations on campaign messaging and direction, which the UR team utilized to develop assets. Through a collaborative review process, these assets were refined and ultimately launched by Frankel.
Mastering The Digital Landscape
Our team assumes responsibility for the continual management, optimization, and reporting of the campaign efforts. Additionally, we’ve developed bespoke, real-time analytics dashboards to provide the client with valuable insights.
The ongoing brand awareness campaign employs a diverse array of tactics including pre-roll, paid social, native and display ads, all strategically orchestrated to enhance the University of Richmond’s visibility and engagement.
Strategic Work
Multiple Digital Campaigns
Frankel partnered with the university, leveraging our digital expertise, to strategize and launch digital ad campaigns with the UR, each with a different objective, audience and strategy.
Brand Awareness Campaign
To help bring awareness to the academic excellence and student experience at the University of Richmond, we collaborated with the internal team to develop engaging creative assets and a robust media plan.
The Result
+3 Spots
University of Richmond jumped three spots in U.S. News & World Report rankings—in Year 1 of our engagement.
Prospective Student Engagement Campaign
Frankel launched a targeted strategic initiative rooted in enrollment analytics, behavioral insights, and geographic data. Based on strategic enrollment priorities, we used demographic data to hone in on schools and geographies, as well as student personas, most likely to convert to an engaged student. From there, we designed a multichannel digital campaign to reach both students and key influencers, specifically, high school guidance counselors and parents.
The initial campaign included a media mix of geo-targeted display and paid social ads, focused in one geographic area during key admissions events of the academic year. Messaging was built around one of Richmond’s most compelling and validated brand differentiators, its nationally recognized, stunningly beautiful campus, paired with calls to action focused on campus visits and application deadlines. To maximize ROI and engagement, we layered in retargeting ads as students moved through the funnel.
As the initial campaign set benchmark data and provided proof of concept for targeting strategies, subsequent enrollment campaigns are calibrated to align with the academic calendar and admissions cycle, prioritizing visibility during peak decision-making periods.
UR’S First Digital Yield Campaign
To encourage admitted students to continue their journey toward attending the University of Richmond, this digital campaign leveraged paid social and programmatic ads to remind them to take the next step. We targeted admitted students and their parents.
Results
90-Day Campaign Results
