Faced with falling enrollment for the Fall 2021 semester, IU Northwest asked us to create a concept for a new student recruitment campaign that they could use across all their materials. It needed to reflect their personality, stand out from the competition, and rely on the Differentiated Value Points that IU Studios created for them.
IUN is the most diverse IU campus, and its students are both likely to be first generation and economically disadvantaged. We wanted our campaign to accurately reflect our audience and their community, so we started by creating detailed personas who share their world view and experiences.
The final concept uses bright colors, emotive photography, bold headlines, and relatable dreams to connect with prospective students. In addition, the supporting text highlights the unique opportunities available at IUN. The result is a memorable, impactful campaign that drives home our DVPs and assures our audience that they really do belong at IU Northwest.
