When Mizzou asked for our help, they were on the brink of crisis. After a racially-charged incident on campus, and Mizzou’s subsequent failure to adequately address it, enrollment was down 30%, and their reputation had taken a beating.
We had to reignite alumni, show future generations of Tigers what an AAU Land-Grant institution had to offer, and prove the university had undergone meaningful change.
We implemented larger-than-life and hyper-targeted advertising executions to stoke pride, recruit a new generation of Tigers, and show the world Mizzou’s effect on it. Complemented by an anthem video and PSA, a digitally-led rebrand, and longitudinal brand research to make sure the work had the intended effect, we were able to put Mizzou back on a path to preeminence.
Within two years, Mizzou was back to record enrollment numbers, and became a leader among peers on diversity perceptions.
Increase in Applications
Increase in Yield