This university sought a marketing partner to act as a true extension of their internal team — one that understood the distinctive and powerful experience it offers its students. Compounding this need were evolving macro-environmental challenges, particularly regulatory changes affecting international student recruitment, which intensified local market competition. The 2025 objective was to increase first year undergraduate enrolment by 2%.

We developed a comprehensive media strategy in close collaboration with the university’s creative agency of record. Our approach combined a deep analysis of historical performance with forward-looking optimizations grounded in target demographic research. This ensured that our strategy resonated authentically with prospective students while positioning the school competitively within the market.

Our guiding principle was that focus drives impact. We prioritized a “less is more” approach, strategically concentrating the university’s budget on their core audiences: high school students and their parents/guardians. Rather than dispersing efforts across a wide range of channels, we selected a streamlined channel mix to maximize reach and relevance. Additionally, we redeveloped the client’s Google Search strategy to focus on high-intent search queries, improving lead quality and campaign efficiency.

Following the success of the campaign, we are actively engaged in planning for the school’s 2026 annual media strategy.

The results speak to the power of precision and partnership. By focusing on the audiences who matter most and aligning creative, media, and message, we helped this institution cut through competitive noise and regulatory uncertainty to deliver standout results. This campaign not only exceeded enrolment goals — it proved that smart strategy, rooted in research and collaboration, still wins in an evolving higher education landscape.