Integrated Marketing Successes: Crossing the Channel

Campaign Objective: For the first quarter of the campaign, Lyon College budgeted an 11 percent increase in responses over the previous year. The overall goal was to secure 655 applications. The campaign began in August 2012 and the results are noted as of November 2012.

Target Audience: The sweet spot for Lyon College is current high school seniors who scored a 24 or above on their ACT tests. The message in all of the touch points was crafted to highlight the key differentiators for the school, including a small student-to-faculty ratio, close proximity to the Ozark Mountains and the availability of financial aid, among other things.