Cookie Notice
We use cookies to improve your experience.
Learn MoreSouth Dakota State University Infographic Impact: Enhancing the Admissions Journey for Gen Z
In partnership with South Dakota State University (SDSU), we tackled the challenge of engaging Generation Z. By understanding their needs, particularly the complexities of college admissions, we devised a strategy for the 2023-2024 admissions cycle. Collaborating with Lemonly, we crafted an Application Guide Infographic, simplifying the process and enhancing SDSU's appeal to prospective students.
The Challenge
Generation Z, those born from 1997 to 2012, have grown up in a digital-first world and are known to have an attention span for ads lasting all of 1.3 seconds, according to eMarketer. In our partnership with SDSU, we aimed to actively engage this audience by showcasing the benefits of an SDSU education and the care the admissions team offers.
Through feedback from prospective students, we concluded that the admissions team's personable approach is a significant reason students chose SDSU. We also knew that the college admissions process and its many deadlines could overwhelm prospective students and their families.
This Gen Z audience of prospective students is more digitally connected than ever before, exposed to more ads, and can easily distinguish between authentic and inauthentic marketing. For the 2023-2024 admissions cycle, we sought a unique way to attract attention from prospective students across media channels in a helpful, authentic manner. This is where the Click Rain and Lemonly teams came together to make a true impact for SDSU.
Our Approach
For the 2023-2024 admissions cycle, Click Rain implemented a recruitment campaign strategy that tapped into the expertise of our sister agency, Lemonly, to simplify the application process. Enter the Application Guide Infographic. The Lemonly team worked closely with the SDSU and Click Rain teams to beautifully visualize the essential steps and requirements of the application process in a manner that stayed true to SDSU's brand. The complete infographic was hosted on a new page at sdstate.edu, enhancing overall organic search visibility and website engagement, and it was linked to various application pages.
But we didn’t stop there. Using the infographic, we implemented a divisible content strategy to extend the creative and messaging across multiple media channels to capture the attention of our Gen Z audience. Placements included:
Paid social ads + stories
Mobile app unit
Paid search
YouTube
Direct Mail
The Results
With a clear messaging strategy guiding our process and a cohesive design direction, the campaign resulted in engagement rates far surpassing the industry average.
Mobile Unit
3xindustry average engagement rate
Snapchat
35xindustry average
Paid Search
2xIndustry average
Together, we’ve built a campaign that makes SDSU stand out to prospective students and has shown success in key metrics within the enrollment funnel. We’re truly building something greater with the SDSU team. Go Jacks!
The People Making It Happen
Laura Brown
Account Executive
Chelsea Redinger
Director of Media
Emma Senn
Senior Marketing Strategist
Alexandra Farber
Associate Account Executive
Melissa Prostrollo
Senior Search StrategistLet's Connect
Whether you're gearing up for a festive campaign or simply looking to elevate your digital marketing, we're here for you.
This is Click Rain Where Simplicity Meets Performance
We get it. Marketing can be complex, but no worries, we're not here to add to the confusion. Digital-first is how we work. People-centered is how we live. Let us help your business shine online.
Explore Services