CLIENT:

Liberty University in Lynchburg, Virginia is the world’s largest Christian University with almost 14,000 residential students and over 100,000 online students. Faculty and staff are deeply committed to offering students faith-based education in an environment of academic and moral excellence.

CHALLENGE:

The school’s online education program brought them breakout success, but they were concerned about being perceived as an online only school. Potential students and their families in Liberty’s target demographic were passing them by for other ‘destination’ college choices.

solution

The BG Team sat down with Liberty. Together, they determined the overarching goal was to increase public awareness of their brand not only regionally, but nationally. Plus, they identified a broader target audience for Liberty that went beyond their usual faith-based outlets to a more secular audience. After analyzing Liberty’s response data for regional trends, they implemented a ‘Middle America’ advertising plan that:

• Elevated brand awareness in secular markets using nationally syndicated radio and TV spots
• Targeted the education decision-makers in households in addition to students
• Utilized traditional and non-traditional media outlets to maximize reach and activate new audiences

For starters, the BG Team added a 3-to-1 value (BG Value!) to Liberty’s marketing allocation budget simply by ‘trimming the fat’. Next, for the first time in history, Liberty University exceeded their residential stretch goal, proving campaign effectiveness and activating a new audience for Liberty that was interested in more than just their online education program.

Case Study #2

Carriage Automotive Group

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