Expert Opinion Campaign

Elevating awareness and reputation via hyper-focused engagement marketing

Opportunity

Improve the University of Denver’s scoring in U.S. News & World Report’s annual Expert Opinion survey (which accounts for 20% of their “Best Colleges” ranking each year) by raising awareness and engaging directly with survey recipients—higher education leaders and chief enrollment officers—via compelling and relevant content.

Solution

A robust digital marketing campaign incorporating personalized email content, paired with targeted paid, earned, owned and social media touchpoints.

Results

3-year survey scoring goal achieved in first year. Audience engagement greatly surpassed expectations, contributing to a 16-point increase (to #80) in U.S. News & World Report’s 2021 “Best National Universities” ranking, one of the year’s biggest improvements.

First-year insights led to the creation of the STAT Conference, (Seeking Tomorrow’s Answers, Together) an annual event—hosted by DU—bringing together global innovators and leaders to share insights and solutions for higher education’s greatest challenges.

Role

  • Strategy, creative direction, campaign management

Partners

  • DU Marketing & Communications
  • Ruffalo Noel Levitz