Introduction
The University of Pikeville took a deep dive into their recruitment strategy in the winter of 2022 as they wanted to make changes to their overall strategy. They had been following a similar playbook for the past several years and knew in order to create different outcomes, they needed to change their strategy. The team reviewed their strategy and concluded that their current approach was not reaching their goals. The team pivoted and reallocated the budgeted funds towards branded merch.
The focus of the branded merch campaign centered on two areas, building brand awareness and reducing summer melt. Here is how Pikeville successfully shifted strategy to create meaningful results.
The Brand Awareness Challenge
While UPIKE had strong ties within the local community, it aspired to be more than just a local option—it wanted to be a destination school and be known as a welcoming place with opportunities. With decreasing family populations in the area and no targeted effort to reach beyond the local market, UPIKE changed their approach.
To build brand awareness, UPIKE leaned into using branded merch to engage key influencers, such as high school teachers and counselors. The strategy included having multiple branded merch touch points, working to build awareness with the counselors as well as anyone that entered their offices. “People will wear socks, see desktop signs, use phone caddies and add zipper pulls to their jackets. So UPIKE isn’t a hidden place anymore; people are seeing our brand and being comfortable with it,” said Gary Justice, Dean of Admission at UPIKE.
The Challenge of Summer Melt
Summer melt is an all-too-common phenomenon where committed students opt not to attend an institution for various reasons. With 40% of UPIKE’s students being first-generation college-goers, the school faced a unique challenge. They needed to make these students feel not only welcome, but also prepared for their academic journey ahead.
After extensive research, UPIKE greatly enhanced their deposited student engagement strategy by launching a three-part branded merch mailing campaign. The objective was clear: ignite student excitement about joining UPIKE and make them feel genuinely “wanted” and excited about their future at UPIKE. Justice added, “Promotional products are an attention grabber and help generate buzz.”
The carefully-timed plan featured the following timeline:
- First Mailing – Early June: The Sock Pack: The campaign started with a pair of socks emblazoned with the message, “Take your next steps toward your dream career.”
- Second Mailing – End of June/Early July: Yard Signs: A yard sign proclaimed, “Next Stop…University of Pikeville,” accompanied by a personal welcome message that encouraged students to post a photo on social displaying their yard sign.
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This proud little sister is excited to show support all the way from Puerto Rico! - Third Mailing – Mid/Late July: UPIKE Pride Pack: The finale was a multi-item pack featuring UPIKE stickers, a laundry bag, and a UPIKE flag, all bundled in a branded poly bag.
Outcomes of the New Strategy
While other area institutions saw a decline in enrollment, UPIKE’s enrollment increased. “Promo merch is dollars better spent than other marketing we’ve tried,” said Justice. UPIKE saw a 15% increase in attendance at their summer orientation program, with attendance rates rising from 80% to 95%. Parents and students engaged with the merch, sending enthusiastic text messages to Justice like, “Aiden got the socks – he is so excited to attend UPIKE!” Justice said receiving these packs made the students feel seen and wanted. “Promo merch allowed us to reach students and recruit them,” said Justice. “And they walked around with confidence knowing UPIKE was interested in them and wanted them on campus.”
By adopting a two-pronged approach that tackled both summer melt and brand awareness, UPIKE didn’t just stay on students’ radars—they made them feel welcomed and valued. This dual approach provides valuable insights for any institution looking to adapt in today’s changing educational landscape.
