Indiana State University (ISU) launched the "There's More to Blue" branding campaign to improve awareness and perception, with the ultimate goal of increasing student enrollment.
#MoreToBlue #WearYourBlue #SycamorePride #ChooseState
Working with Mindpower, Inc., a branding agency, Indiana State University implemented the new "There's More to Blue" campaign in 2011 to refresh the brand design and messaging. The new campaign emphasized on STATE and Blue in its messaging. Indiana State team managed the social media implementation internally at that time. In December 2014, Raidious, a content marketing agency in Indianapolis hired by ISU, delivered an in-depth social media marketing strategy to elevate the "There's More to Blue" campaign online to better reach prospective students (traditional and online), alumni and parents, with the ultimate goal of improving awareness and perception of the school to increase enrollment.
Indiana State created a landing page dedicated to the "There's More to Blue" campaign, highlighting student life at the University from housing and study abroad to athletics and student organizations. In order to drive traffic to the landing page and spread the #MoretoBlue word, ISU engaged its target audiences through social media.
New efforts for content marketing kicked off in 2015, introducing graphic series published on social channels with #MoreToBlue such as:
- "State Pride" shareable graphics
- First 30 Things to Do at STATE
Additionally, an emphasis on infographics emerged in 2015 with content to such as:
- New Student Packing Checklist
- 101 STATE Things to Do with 30-days of supporting social content
Snapchat geofilters for campus-wide activity were quickly adopted in addition to filters for "The Forest," the athletics student fan organization.
A one-off contest in the "There's More to Blue" vein performed exceptionally well. A sweatshirt giveaway to prospective students who visited campus and received a t-shirt were invited to submit a photo on Instagram or Twitter with #wearyourblue in order to receive a State sweatshirt. Over 187 entries were submitted.
During Super Bowl XLIX, ISU ran commercials throughout major Indiana markets and simultaneously launched "State Pride" graphics on Twitter and Facebook, which performed exceptionally well.
Indiana State University experienced record-breaking enrollment for the 2015-2016 school year with 13,584 students.
"There's More to Blue" daily mentions have reached 87.
The More to Blue landing page (indstate.edu/more-to-blue) received:
- 15,051 Page Views in 2015
- Nearly 11% of views came from referral traffic
- An Average Time on Page of 4:58
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