Back in 2019, Mission partnered with Towson University to refresh their brand. Collaborating closely with stakeholders from across the university, we developed an identity system that inspired pride among students, alumni, faculty, and staff—and attracted newcomers eager to be part of the progress happening all around campus. Six years later, TU’s brand is only getting stronger.
According to a recent survey:
- 81% of prospective students believe TU has a strong brand identity.
- More than a third of the greater Towson community can identify TU’s brandmark.
- TU ranks #1 in perception among the community compared to other local schools.
Over the years, we’ve extended TU’s identity across a series of campaigns for both undergraduate and graduate programs, each designed to drive awareness, engagement, and ultimately, conversion.
But as we approach a dreaded “admissions cliff” (a long-anticipated dip in the number of college-aged students caused by lower birth rates following the 2008 recession), competition for prospective students is intensifying. With fewer students in the pipeline nationwide, it’s more critical than ever for TU’s campaigns to move audiences meaningfully through the funnel.
Undergraduate
Drawing inspiration from TU’s mascot—the tiger—we created a campaign that embodies confidence, mirroring the drive and determination of TU students as they chase down opportunities and grab life by the stripes.
We took a phased approach that met prospective students where they were in their decision-making journey. Early messaging introduced TU’s campus, student experience, and opportunities. As students moved into consideration, communications evolved to highlight key milestones like the opening of applications, financial aid, and scholarship opportunities. In the final phase, we shifted toward urgency-driven messaging that emphasized upcoming deadlines and encouraged students to take action.
Graduate
TU is known for their undergraduate programs—but their graduate offerings are just as impressive. To raise awareness and drive applications, we tackled the most common reasons people postpone grad school: feeling too busy, uncertain about the benefits, or believing they’ll get to it “someday.”
Our message was clear and motivating: “Own the Now.”
The campaign combined geographic targeting (both in-person and online) with precise audience and demographic segmentation. We continuously optimized the media mix to maximize efficiency—reinvesting in high-performing channels, scaling back on underperformers, and increasing opportunities for prospective graduate students to engage with TU across digital platforms.
Results
This data-driven strategy not only delivered immediate results but also established a foundation of proven tactics and momentum for TU to build on as competition intensifies. In an environment where more schools are fighting for fewer students, TU now has a tested playbook for capturing attention, sustaining engagement, and driving enrollment outcomes.
| UNDERGRADUATE | GRADUATE |
|---|---|
| 35% lift in ad clicks and an 11% increase in website visits, indicating a stronger shift toward mid-funnel and bottom-funnel engagement strategies. 11% increase in page views and a 9% rise in sessions 11% growth in visit clicks and a notable 74% surge in apply clicks, driven by reaching a more qualified audience year-over-year through cumulative optimizations 0.6% increase in undergraduate student headcount | 11.9% YoY increase in apply clicks, 3% YoY increase in leads, and 0.6% YoY increase in contracts—reflecting ongoing optimization and a deliberate shift toward bottom-funnel tactics A nearly 20% increase in average time on site, signaling deeper engagement among those reached 5.7% YoY increase in graduate student headcount—far outpacing the national graduate enrollment growth rate of 1.5% |
By letting real-time data guide our strategy, each TU campaign continues to perform stronger and more efficiently. Our approach ensures every dollar works harder: creating cost efficiencies, amplifying what resonates most with audiences, and fueling continuous improvement.
We’re also applying insights from past campaigns to shape future media mixes, ensuring investments are optimized across every channel. This cycle of analysis and refinement not only enhances performance but empowers TU to reinvest in new initiatives with confidence as they’re equipped with a proven strategy to thrive, even as the admissions landscape evolves.
Higher ed marketing is changing fast. Mission helps universities attract, engage, and enroll the next generation of students with data-driven campaigns that deliver results. Drop us a line.
Higher ed marketing is changing fast. Mission helps universities attract, engage, and enroll the next generation of students with data-driven campaigns that deliver results.
Drop us a line.