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Three students sitting on towel on the beach

Marketing
to Millenials

University of California Irvine

The Challenge

In Higher Education websites, Admissions is the place to make an impression on prospective students. To appeal to Millennial and Generation Z students, Admissions must be authentic, approachable and relatable.

We needed to do different differently. That’s what UCI does.

Do you have what it takes to become an Anteater?

Solution

Show. Don’t Tell.

  • We leveraged social media on the site to genuinely capture the vibe of UCI student life. Brand messaging wasn’t going to be enough to counter prospects’ preconceived notions.
  • We made rankings more prominent. That’s right - UCI is the best at a lot of things. If prospective students didn’t know that - well, they do now.
  • We produced video to highlight the unique beauty of the campus - particularly the spectacular Aldrich Park.
UCI Homepage Screenshot
UCI Interior Screenshot
UCI Interior Screenshot
UCI Mobile Screenshot
UCI Mobile Screenshot
UCI Mobile Screenshot

Results

  • 104k

    UCI received over 100K applications. Specifically, 104,672 for Fall 2017.
  • 300%

    More than 300% increase to average length of a visit to the Majors & Minors page.
  • 7.1%

    Applications for UCI were up 7.1% and out-of-state applications were up 8.8%.