Case Studies

 

 

 

 

CENTRAL STATE UNIVERSITY


Central State University, a predominantly Black, state-supported university in Ohio, had established a goal to increase its student enrollment by 25 percent within one year. Five months before the start of a fall academic school year (a traditionally slow period for student recruitment) the agency developed and implemented a strategic marketing plan designed to provide Central State University with access to potential students.

The agency contacted churches and other community groups in Ohio's four major African American markets: Cleveland, Cincinnati, Dayton and Columbus to set up recruitment fairs on successive weekends in the summer.

Five strategic communication tools were used: Community Relations, Advertising, Media Relations, Direct Mail, and Telemarketing.

COMMUNITY RELATIONS

Focus sought and gained permission from religious organizations in the abovementioned key Ohio cities (Cleveland, Cincinnati, Dayton and Columbus) to host recruitment fairs at their respective churches. Members of the university's alumni association and civic organizations joined to circulate fliers, and to promote these recruitment fairs at their respective churches.

ADVERTISING

To expand the university’s base and to support the recruitment fairs, the agency created, developed and executed a first ever radio and print advertising campaign under the theme: Discover Central State University … where dreams become reality for the University. An eight-week schedule of ads were concentrated before the recruitment fairs and continued until the start of the school year.

MEDIA RELATIONS

Media relations consisted of leveraged advertising dollars with newspaper articles, editorials, public service announcements and interviews on public affairs shows. The newspaper articles featured recent Central State University graduates launching great careers. . Arthur E. Thomas, then president of the university, wrote print editorials and appeared on radio public affairs shows broadcast interviews with university officials, students and alumni.

DIRECT MAIL

As part of its strategy to re-position Central State University as a first-class institution of higher learning, the agency produced a direct mail and general admissions brochure for prospective students and their parents. Each piece depicted a high technology and quality of lifestyle theme that became the focal point of the university's marketing strategy.

TELEMARKETING

Focus Communications identified and recommended that the University hire a telemarketing manager to coordinate that critical function. The university's telemarketing staff played a key role in locating prospective students at high schools, churches and community centers, and tracking them through the final admissions process.

RESULTS

At the end of a four-month period, Central State University officials reported a 20 percent increase in student enrollment.

Following the recruitment drive, the agency targeted several professional and civic organizations that agreed to assist the University with student recruitment. It marked the first time that organizations including the National Association of Negro Business and Professional Women’s Club, Delta Sigma Theta Sorority, and the National Council of Negro Women involved themselves in such ventures.


 

 

 

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