Turning Adventure into Advantage
To position us as a university that offers the academic and social opportunities of a big institution with the welcoming environment of a small school, we employed our Enjoy Your Adventure campaign which conveys Iowa State as the place to discover your potential, your passions, and yourself.
The campaign featured print, billboards, and TV spots featuring a memorable spokesperson describing places and experiences that were meaningful to renowned alums.
An online marketing campaign drove visitors to ChooseYourAdventure.net, an interactive site that lets users explore the student experience.
Why did you focus on “adventure” as your campaign theme?
Research indicated that students expect universities to have great professors, high academic rankings, campus activities, classrooms, and job placement statistics. What they really want is an environment where they will feel comfortable as they grow, learn, and discover their passion. A place where they can enjoy their adventure.
Has the campaign been successful?
Enjoy Your Adventure has been wildly successful. Between 2008 to 2016 applications reached record highs each year and enrollment has increased by 30%, an increase of 7,749 students. This increase far outpaces in-state competitors University of Iowa (4%) and University of Northern Iowa (-14%)