Radford University

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We’ve combed through the work we’ve amassed over the years and hand-picked these case studies just for Radford University. As you likely know about us, most of our work is in higher education and as such we have plenty to share in that space. There is a full range of creative, technical, and strategic know-how in these case studies for you to discover just what kind of partner you will find in idfive.

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On this page, you’ll find the case studies we’ve selected especially for you. All of them showcase the talent, passion, and ingenuity we put into everything we do. Reach out if you have any questions!

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Mason Now: Power the Possible

George Mason University – Mason Now

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George Mason University – Mason Now

BRANDING A BILLION-DOLLAR ADVANCEMENT CAMPAIGN

How does Virginia’s largest and most diverse four-year public university—one of the youngest R1 institutions in the nation—unabashedly announce they are launching a billion-dollar comprehensive campaign? They partner with idfive, and together, we build a messaging platform and visual vocabulary to match the University’s audacity, determination, and grit.

A New Brand for a Bold Vision

Mason Now Dark Green

Mason Gold

Mason Green

The Campaign

For George Mason University, creating a compelling case for a billion-dollar initiative was critical in defining its comprehensive campaign strategy. We needed to find words capable of setting in motion Mason’s next chapter of expanding unprecedented academic access, student success, research, innovation, community partnerships, and sustainability.

In our experience, words matter—a lot. However, words are not solely responsible for making or breaking a campaign. Alongside powerful storytelling, we developed a visual identity that leveraged emotional photography to match the enormity of the call to action and unique campaign deliverables to elevate Mason’s core brand. For the most ambitious comprehensive campaign in the University’s history, we had to up the ante with visual drama while staying true to Mason’s humble yet remarkable history.

The Launch

Using the results of idfive’s research and data-informed approach in partnership with Mason’s team, we were able to construct the campaign messaging framework piece by piece.

Idfive’s strategy team set the tone with a compelling manifesto, campaign case statement, a treasure trove of emotional stakeholder testimonials and speeches, model press releases, leadership talking points, and the beginnings of a communications strategy for Mason-owned media channels. Creative executions ranged from event invitations and coordination to campaign event graphics, media kit, campaign microsite, and an emotional campaign video—a robust collection of tools to inform their next phase of campaign outreach.

The Billion-Dollar Mission

Through partnership and collaboration with idfive, Mason is prepared. They have the marketing and communications toolbox to do what Mason does best—power the possible. By utilizing the extensive library of resources provided to inform and engage the wider Mason community, industry leaders, as well as government and nonprofit sectors, Mason is poised to raise millions to help transform lives.

Their mission is our mission, and we are proud to be a part of Mason Now—to expand access to higher education for students from all backgrounds, to change lives through research and innovation, to build community partnerships, and to work towards a sustainable future.

More than just marketing

East Stroudsburg University

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East Stroudsburg University

A Higher Ed Recruitment Campaign With a Confident New Look

With its distinctive Poconos location and proven commitment to student success, East Stroudsburg University was right to feel confident when it launched a brand refresh in spring 2020. We all know what happened then. However, we also know ESU’s regional importance and potential are stronger than any COVID setback, and idfive got to work on a marketing strategy to prove it, with our sights set on increased enrollments.

The Solution

Building on the University’s tagline—Where Warriors Belong—idfive worked with the ESU team to reclaim home court advantage in the region. We developed the “Where Courage Finds Confidence” recruitment campaign to explore the who, what, and where of what sets ESU apart, with a clear focus on support, community, and belonging—important messages to the University’s diverse student population.

Staying Power

Our efforts proved to have exceptional staying power, and what began as a simple marketing campaign got personal. Over the last two years, “Where Courage Finds Confidence” has been integrated into the institutional identity.

Our idfive team expanded the marketing framework into a diverse collection of assets to reach both internal and external audiences. With everything from paid social, billboards, and digital and print ads in local media outlets to reskinning interiors of athletic facilities, photography, custom iconography, and graphic treatments for the university website, idfive gave a voice to the spirit of ESU.

We get it. Marketing isn’t just marketing. It can mean more when done right. Bold art direction and student-focused, meaningful messaging can connect with all audiences and make clear that, at ESU, you can find the courage and the confidence to face whatever challenges lie ahead. Our work with ESU beginning in 2022, furthered this effort. To maximize campaign effectiveness and build brand equity, not only did idfive further develop and strategically revamp ESU’s overall brand to align with the new campaign, we also guided their media strategy in partnership with ESU and their media team.

By October 2023, according to the Philadelphia Inquirer, ESU was leading the Pennsylvania schools for the largest jump in first-year students, with a 21% increase for fall 2023 and an overall enrollment jump of 6%. Now, that is how courage finds confidence.

Elevating awareness in an uphill market.

Bloomsburg professor and student sit in front of monitors at an on-campus media editing station

Bloomsburg University Recruitment Marketing

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Bloomsburg University Recruitment Marketing

The Challenge

Bloomsburg University has always been focused on student access and success, and a rebranding effort in 2019 helped to sharpen that focus. But then BU needed to enhance brand awareness, support enrollment growth, and communicate its value proposition in the crowded Mid-Atlantic higher education landscape to multiple audiences—undergraduates, transfer students, graduate students, and parents.

Strategy

Partnering with Bloomsburg’s marketing and admissions teams, idfive developed an integrated, multiyear campaign strategy, informed by audience demographic data developed during the University’s rebranding. The objective: to drive site traffic, engagement, and CTRs to the BU Admissions microsite and position “Bloom” as a top choice for prospective students and their families.

While the FY20 campaign focused primarily on brand awareness, the FY21 campaign capitalized on the increased brand awareness to deliver a hybrid brand and lead generation approach. Among the tactics added were Facebook and Instagram retargeting and creative A/B testing across the Google Search, Facebook, and Instagram campaigns.

Media

With ongoing active account management, and using the information gained from the previous years’ campaigns, the idfive media team further refined audience segmentation in FY21 by audience type and location.

Facebook social campaigns and Instagram story placements focused on driving engagement with two main strategies: prospecting and remarketing.

Prospecting ads targeted parents, students and curated high school lists, as well as newly implemented Facebook/Instagram page and website visitors lists created with existing lead and inquiry contacts.
Remarketing ads targeted recent Facebook/Instagram page and website visitors of the BU page and lookalike audiences created based on this list of users.

259

Percent above Google Search industry benchmark, Aug. to Oct. 2021

It’s been rewarding to partner with the Bloomsburg team and push the media plan to deliver more each year as capabilities in attribution and tracking have expanded.

Erinn Hesse

Associate Director of Client Services

Results

Year-over-year CTR performance, FY20-FY21:

Facebook ↑24.33%
Instagram ↑ 39.71%
Google Search ↑ 166.12%
Google Remarketing ↑ 915.24%

Media that was Made for More

University of Mary: Media

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University of Mary: Media

The Challenge

Having four distinct core audiences can result in a splintered approach to engagement, but idfive knows that, with a little faith, it doesn’t have to. Having helped the University of Mary with design and content strategy before, we knew that Mary’s value proposition resonated differently depending on the motivation of each prospective student. Our challenge was to find a way to integrate Mary’s Catholic identity and values into promoting state-of-the-art online health science, nursing, and business degrees. Too complicated? We think not.

The Strategy

At idfive, we see complicated as a gold mine of opportunity. By using media strategically, location-specific, multi-channel media campaigns can resonate with different audience segments, meet them where they are, and help them find their calling. For some, the connection is their proximity to the Bismarck campus, their educational needs, and their relationship with the Catholic faith. For others, the priority is the degree or professional credentials and the convenience of the online platforms. We designed a campaign that engaged both audiences through social media to build awareness, followed by an aggressive search campaign to drive inquiries and RFIs. To ensure continuity and maximize the impact of paid media, idfive also supported the university’s You Were Made for More campaign, crafting messaging tailored not only to specific programs but also to individual personas, with custom landing pages to track traffic data and ROI.

The Results

By June 2024, Mary’s media click-through rates (CTRs) were consistently outperforming industry benchmarks: paid search at 8.55% CTR (5.46%); programmatic display campaigns saw 21M clicks at a blended 0.58% CTR (0.20%); and social media placements such as LinkedIn at 0.77% CTR, significantly above the 0.30% industry benchmark. Mobile devices drove the most users to the landing pages, indicating that ads reached users wherever it was convenient for them.

Continued success over the longstanding collaboration between idfive and the University of Mary has led to the development of an additional campaign launching Mary’s rebranded MBA program. With a well-defined audience and increased awareness, idfive and Mary are now positioned to pivot their strategy towards building specific campaigns for each program. Our partnership is proving that idfive and Mary were made for more.

To win, we’re playing the long game.

University of Hartford: Media

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University of Hartford: Media

The Challenge

Since 2018, idfive and the University of Hartford (UHart) have been highlighting the advantages of the institution’s on-campus and online programs through website development, copywriting and design, and media strategy. In 2024, after six years of refining and expanding media placements, the growth potential for online enrollment was obvious. UHart was ready to invest in a comprehensive digital campaign for all graduate online programs, including their top-ranked Barney School of Business online degrees. Our job: Get the word out and increase RFIs.

The Strategy

To match UHart’s enthusiasm and ambitious recruitment goals, idfive crafted a cross-channel, comprehensive media plan aimed to generate awareness, while guiding users through the decision-making funnel.

This plan included a variety of touchpoints such as site retargeting, digital out-of-home (DOOH), streaming audio, paid social media marketing, and paid search. By leveraging these diverse channels, we increased visibility and engagement at different stages of the prospective student’s journey.

The real difference was the attention to detail. Having a team of media veterans meant knowing how to get CRM attribution functioning optimally. On top of meticulous media planning and buying, customized landing page design and copy, performance management, and reporting, idfive was able to track, adjust, and optimize campaign effectiveness. This holistic approach ensured that each touchpoint worked cohesively to drive up leads and ultimately, inquiries and applications.

The Results

Our collaborative approach and proven results have allowed us to continually expand UHart’s reach. As of March 2024, year-over-year (YoY) data shows that CRM leads more than doubled—evidence of an effective cross-channel strategy rooted in the trust of our long-standing partnership. These results are a testament to how a full-service agency like idfive provides the breadth and depth necessary to implement comprehensive, data-driven media strategy to achieve sustained growth and engagement. That’s how you play the long game.

Refocusing on the heart of public health.

A young girl smiles while being chased by two other children in a game of tag

Johns Hopkins Bloomberg School of Public Health Feel Good

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Johns Hopkins Bloomberg School of Public Health Feel Good

The Challenge

Regularly atop the U.S. News rankings, the Johns Hopkins Bloomberg School of Public Health wanted to build on its success with an integrated campaign to attract the best public health students in the world. As a trusted partner that had previously produced award-winning work for the school, idfive was brought in to help.

The Strategy

Working with the school, idfive created an advertising campaign to appeal to the hearts and heads of top-tier students. The “Feel Good” campaign includes banner ads and magazine print ads, as well as a landing page that collects and funnels prospective students to the admissions team. Targeted to top prospects, the campaign invites students to join a school whose mission isn’t just to educate but to advance research and save lives.

The optimistic tagline “feel good about the future of the human race”—excerpted from a speech given by the school’s dean—is supported in print ads and a landing page with real stories about students, faculty, and researchers who’ve made a significant impact on the public health community. As the first-ever national campaign in the school’s 100-year history, the series of ads both persuaded top students to apply and promoted the school’s brand and public health significance to a national audience.

Results

With enhanced brand awareness and positioning as a mission-based—and mission-first—institution, the Bloomberg School strengthened its position as the largest and most highly ranked school of public health in the world.

The “Feel Good” campaign received a Collegiate Advertising Gold Award for web advertising.

Redefining business school prerequisites.

A woman smiles while standing at podium during a speech in a conference room

Johns Hopkins Carey Business School

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Johns Hopkins Carey Business School

The Challenge

The Johns Hopkins Carey Business School competes for students in a difficult global market – one that’s gotten even more challenging as economic, political, and demographic forces erode enrollment numbers at business schools nationwide. A decidedly different kind of b-school, Carey looked to focus on both International and domestic students who take a more holistic, mission-based approach to business—fulfilling the Carey mission to “teach business with humanity in mind.”

The Solution

Research/Analysis
Graphic Design
Copywriting
Media
Enrollment Strategy
Branding

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