Southern Illinois University Edwardsville (SIUE) faces the challenge of effectively reaching a very young market demographic (high school students) and standing out against the competition for their attention. They are also particularly interested in gaining market share with Missouri residents. SIUE’s goals are to increase awareness of their brand to high school sophomores and juniors, as well as increase general enrollment.
BAM started working with SIUE in 2010 negotiating the broadcast rights for their Basketball Team and have since evolved the relationship, now taking over all of SIUE’s traditional media planning and buying. BAM took the budget that SIUE provided for the 2014-15 fiscal year and allocated the dollars appropriately to reach the teen demographic in the St. Louis market over various platforms. We also supplemented our teen target with a parent or influencer target and ran specific creative in key spots to reach these decision makers.
SIUE increased overall enrollment and stood out amongst the competition. It was the only public university in Illinois that increased enrollment in 2015. SIUE was very pleased with the results of the first year’s advertising plan and execution with BAM and credit a big part of their success and increased enrollment to the strategic advertising plan BAM implemented. We were able to get the client back 76% added value on their advertising investment.