California State University, Chico

The Insight

If Chico State wasn’t a prospective student’s top school, there was a very small chance that they would enroll. In order to elevate the institution as a top choice, we needed to boost brand recognition early in the college search process, embedding Chico State into the minds of prospective students sooner and more effectively.

The Solution

We developed and launched a brand awareness campaign centered around Chico State’s bold and daring brand identity, which mirrored the spirit of its students and faculty. A balanced media plan helped position Chico State in front of prospects earlier in their search process by using out-of-home, TV, audio, and social media channels. We also conducted brand pulse studies before and after the launch to measure the campaign’s impact on enrollment. This approach helped shift market perception, strengthen brand awareness, and make Chico State a first choice for more students.  

The Results

Since our partnership, Chico State has continuously invested in marketing, and the campus community has a better understanding of marketing the University as a whole.

And now, Chico State has reversed the declining enrollment trend with two consecutive years of growth. In Fall 2023, 54% of prospects were familiar with Chico State. By the Spring of 2024, that number rose to 74%. Chico State advertising scored the highest ad recall compared to the competitor set and has some of the highest click-through rates across all clients.