Challenge:
The future of the University is dependent on increasing enrollment by undergraduate and graduate students with above average academic achievements and more referrals from their influencers.

Audiences - undergraduate: 
Primary: High School Juniors & Seniors
Secondary: Parents & High School Guidance Counselors

Audiences - graduate:  
Primary: Graduating seniors and working professionals
Secondary: Undergraduate professors, HR professionals at local corporations

Geography:   
Connecticut, New York, New Jersey, remainder of New England and Pennsylvania

Strategy:
Use print and collateral materials, augmented by a highly targeted radio campaign, to showcase both the faculty, students and the spectacular campus to build awareness that Quinnipiac University is not only a first-rate physical facility, but one very attractive to students looking for a more demanding academic environment.

A series of ads was utilized within special interest magazines and newspapers. Online website links as well as additional editorial were incorporated where possible. The media strategy included a new mix of publications directly targeting students and guidance counselors.

Winning Results:
Beginning in February 1, 2004, Quinnipiac University experienced an overall increase in undergraduate applications of 35% (over the previous year) of students with high academic achievements. A similar uptick in graduate applicants also occurred.

This year, enough students with above average SAT scores applied to push the University's average freshmen SAT score above 1140. Similar results have been achieved at the graduate level as well.