Case Study: UM-Flint
Listen.
When we started, UM-Flint had was experiencing nearly a decade of declining enrollment.
They needed a brand revitalization to overcome college skepticism and boost admissions.
Think.
We found that most colleges take for granted new students’ needs and focus instead on a montage
of predictable experiences, leaving little room for compelling reasons why they should invest.
We zeroed in on a new promise: UM-Flint delivers the certainty of success-ready degrees for our ever-evolving economy.
Do.
Two key messages fueled our work.
One, education still matters (we had the data to prove it, from new hires to salary increases).
Two, where you go matters. And so, our fully integrated campaign – Where Success Leads – was born.
Results:
Our primary one goal was to increase enrollment. Mission accomplished … and then some. For the first time since 2014,
UM-Flint enrollment grew in Fall ’23. Even better, this growth continued in 2024, leading UM-Flint to officially become the
fastest growing public university in Michigan.
