Client: University of Arkansas Fort Smith
Location: Fort Smith, Arkansas
Situation: Williams/Crawford has been a longtime marketing partner to the University of Arkansas-Fort Smith. Beginning with work designed to usher the school's transition from a then two-year community college to a premiere state-affiliated four-year university, Williams/Crawford has worked since 2004 to deliver a comprehensive multi-media strategy designed to raise the university's overall image as well as increase enrollment.
Challenge: Each year, the University of Arkansas-Fort Smith establishes enrollment goals as well as strives to overcome a longtime image as the community college. These always factor into the overall strategy for the brand.
Solution: Traditional elements such as print, TV and radio have been used to illustrate real life education and experience. TV spots are created focusing on student's interaction with the university in financial aid, academics, faculty and student life. The ever-growing campus, leading-edge technology available for students and enhanced degree programs all are communication points that are used to highlight the University. Variable-data printing technology has also been used to ensure direct mail was tailored for each student target. Admissions representatives were armed with specialized DVDs highlighting the campus and student life and all elements fit a consistent look and feel to maintain brand equity.
Results: Williams/Crawford has built on the annual success of the campaigns and seen enrollment numbers steadily increase and regional perception change towards acceptance of a quality, four-year institution located nearby.
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