The following article originally appeared in Columbus Business First. OhioHealth Corp.'s first broadcast ad campaign under a new agency evolves but doesn't abandon the work Read more...
Bellarmine is a Catholic, co-ed liberal arts institution in Louisville that is relentless in its goal of attracting high-quality students. It’s a daunting task. Bellarmine must compete against private colleges and is also challenged by gargantuan state schools with much higher awareness (and much lower tuition).
Research of our target discovered that the drivers of choice for college-bound teens were international experiences, acceptance and community. These features aligned exceedingly well with one of Bellarmine’s truly unique assets – a connection with the 20th-century Catholic philosopher Thomas Merton, whose archives are housed on campus. Merton’s writings express the values of interconnectivity, inclusion and collective action – making his words a powerful appeal to our audience.
Expressive black-and-white portraits of current Bellarmine students gave additional relevance to the timeless words of Thomas Merton.
A powerful new positioning and message that are as actionable as they are ownable.
Increased student inquiries by nearly 12% over the previous year
9% increase in confirmed students
Bellarmine welcomed the largest incoming freshman class in school history for the fall of 2015