As 2014 comes to a close, the Meredith College brand is still Going Strong. Recent additions to the branding efforts include a new virtual tour on meredith.edu, a Facebook advertising campaign, and targeted advertising in the Charlotte market.
The new virtual tour feature, which launched November 3 on meredith.edu, allows prospective students to explore Meredith’s campus from anywhere in the world.
Meredith’s Department of Marketing, in partnership with the Office of Admissions, worked with YouVisit.com to develop the tour to support undergraduate student recruitment. In its first month, the tour has had nearly 1,400 visitors from 44 states and 14 countries. The tour has generated 46 student inquiries, and 38 have scheduled a visit or clicked on the “Apply Online” button.
Meredith College has a strong presence in social media, including nearly 10,000 fans on the College’s official Facebook page. To capitalize on the continued popularity of Facebook, the Department of Marketing began a Facebook advertising campaign this fall.
The campaign is meant to generate more attention for Meredith College’s Facebook presence through promoted posts and targeted advertising. Along with general posts, ads for Wings, the new adult education program, and for Meredith’s graduate programs were also included. In October and November, 53 percent of the new “likes” for Meredith’s Facebook page were generated through Facebook advertising.
In 2014-15, Meredith is continuing to advertise in a variety of venues, including billboards in Raleigh and other markets. The College is increasing its presence in the Charlotte market by advertising in targeted high schools. This includes signage in the schools’ athletic venues and sponsored announcements during games. There will also be four billboards in the Charlotte market over the next four months.
University Business has taken note of the Going Strong campaign, including it in a story about college rebranding. In an article in the publication’s December issue, President Jo Allen discussed how the brand was developed, and how the brand is supporting the College’s strategic plan goals.
Meredith was also included in a sidebar listing some examples of the positive impact of a successful brand.