University of Baltimore

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The Challenge

For many years, the University of Baltimore had promoted individual program offerings, and the overarching UB brand suffered. At one point, more than a dozen separate degree offerings had individual budgets, with minimal funds allocated to promote what UB stands for. People knew UB as a place where adult learners prepared for a career, but did not how or why it was different from other similar schools in the state. Now armed with a new positioning, UB came to Fuseideas to enlist our help in elevating its new brand while driving enrollment.

The Solution

The time had come to allow the new University of Baltimore brand to be front and center, with a restructured media plan. Fuseideas specifically allocated funds for brand promotion to focus on the overall selling points of the University of Baltimore: a flexible collegiate experience that is different by design, and is the top choice for results-driven individuals. From the promotion of this positioning, we were able to specifically target transfer and graduate students, and only advertise key programs. Then we continued to optimize media placements and conversion pathways to drive the most requests for information.

The Results

RFI submissions up almost 25% in two consecutive fiscal years  

Increased enrollment of 7% for Fall 2020 over Fall 2019

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