Despite its rich, half-century history and ties to one of the most prestigious public universities in America, Richard Bland College of William & Mary, the Commonwealth’s junior college in Petersburg, was not on the radar screens of most Virginians.
Madison+Main started working with the College in 2012 with goals to increase the College’s awareness and improve brand sentiment, while also reaching new prospective students to increase enrollment.
After first completing an extensive rebrand of Richard Bland College, including two new logos (one for the College and another for sports teams), tagline, brand messaging, and a website, we ran a multi-faceted higher education marketing campaign for the College that consisted of broadcast and cable TV, Pandora radio ads, Search Engine Marketing, movie theater advertising, and collateral material creation. We also helped boost social media marketing on platforms such as Twitter and Facebook. Since the campaign launched, Richard Bland College has seen enormously high click-through rates on all digital advertising and a substantial increase in website traffic. The bottom line result? Applications increased more than 300% from 2013 to 2014.