Students walking and biking near a brick building on a college campus with fall foliage and a panther statue on a stone platform.
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Rochester Institute of Technology

Rochester Institute of Technology

rit was onto something with gatesman

situation

When we began working with RIT, they had recently gone through an organizational restructure bringing their marketing and communications departments together for the first time. They had also just created a new brand strategy and needed help launching it with compelling creative and an effective communications and media strategy. That’s where Gatesman came in.  Some key challenges we had to solve for:

  • They had to build awareness and reputation among several targets including undergraduate student prospects, their parents, high school counselors, and academic peers.
  • They needed help defining what success looked like and proving to their board they were moving the needle.
  • They had limited internal resources and budget and were looking for a partner to steer them in the right direction.

solution

We met different sub-targets with details about different programs to meet them with relevant stories and digital content tailored to their interest. This enabled us to show rather than tell them that RIT is as unique and exceptional as they are.

Results

And it worked! The launch of this campaign was a perfect example of a branded strategy supporting program goals and ultimately getting results.

25% Increase

in target who saw RIT as a national brand

69% Ad Recall

97% Positive Ad Reaction

8% Increase in Applications

6% Increase in Enrollment

Large indoor gathering of RIT students seated in rows
Overhead view of four RIT Students assembling an electronic robotic fish model on a wooden table with tools and wires.
Two young RIT Students closely observing framed artwork on a white gallery wall, with their reflections visible in the glass.
Corey Mack with arms crossed standing against a white brick wall with text 'Corey's on to something' and 'visionary.' framed in orange.
Colorful powder explosion behind an orange frame with text 'you’re on to something transformational.' and RIT Rochester Institute of Technology logo below on black background.
Modern glass building with large illuminated RIT letters on the upper facade under a cloudy sky.
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