Transfer Campaign
Next Stop: Towson University
Choosing to transfer schools is one of the biggest decisions a student can make. Towson University wanted to be the answer, and they needed a campaign that could reach their audience in a more deliberate, targeted way. They came to us for help meeting prospective transfers with information about their high-value programs. In the second year of a dedicated transfer campaign—separate from TU’s marketing to high school students—we built on what we’d learned to make it smarter.
Client
Industry
WHAT WE DID
By the Numbers
- Increase on Clicks 48%
- Increase in Application Volume 22%
- Increase in Admitted Students 7%
- Increase in Contracts 8%
Finish What You Started
Transfer students have a different mindset from high school juniors and seniors. They started elsewhere, often at community colleges, for good reasons like affordability, flexibility, and a chance to find their footing. Reaching them means acknowledging that decision and making a compelling case for what comes next.
Our strategy pushed TU’s transfer marketing beyond search targeting, reaching prospective students across multiple channels and moments in their journey. Creative kept the look and feel of TU’s undergraduate campaign, but on Meta, more personable reels and story placements spoke directly to transfer concerns like scholarships, cost, convenience, and finishing their degree. Meanwhile, copy leaned into TU’s rankings and tangible benefits, including more career options, academic resources, and a diverse, welcoming community. To make sure we were meeting audiences where they were, we leveraged Foursquare and good, old-fashioned research to put ads on and around community college campuses.
