The University of Kentucky has ambitious goals for their recruitment as they are expanding into new out-of-state markets and targeting the best and brightest students; there are many challenges in these efforts. Many of the students in these new out-of-state markets know virtually nothing about the state or the University. That’s where Cornett comes in. We start by engaging the campus, the state and beyond with a ‘see blue.’ message utilizing a massive collateral effort to drive them to a media-rich website.
But we don’t stop there. As a secondary target, we’re reaching out to guidance counselors and UK alumni, turning them into ambassadors and flag bearers for their alma mater.
An on-going marketing campaign includes digital media placement, online videos, cable TV spots, direct mail, mall kiosk and movie theater advertising.
After its initial launch, UK saw the largest number of student applications in its history, driven largely by our targeted markets. And each year since then, a record number of freshmen have applied, including more and more each year with ACT scores of 31 or higher.