Johnson & Wales University

Broadening Brand Preference

NOT JUST INCREASING AWARENESS, BUT CHANGING IT

Johnson & Wales University had spent decades building a reputation as a top-tier culinary school. Shifting that perception to be seen as a desirable destination for other majors, in four very different cities, required finding a new perspective to show prospective students.

FOR JWU STUDENTS NATIONWIDE, THERE’S NO TIME LIKE THE PRESENT

As a university that has always embodied the idea that the best learning comes from doing, JWU students can begin working in their chosen field from the first class. We realized that this common thread – wanting to begin their futures now – was key to the JWU student mindset across all of their campuses.

WHEREVER PROSPECTS WENT, THEY SAW WHERE THEY COULD GO.

WELCOME TO THE FUTURE. IT’S YOURS.

Forge created campaigns for JWU that put prospects in the shoes of today’s students having real-world experiences. By showing that JWU goes beyond the kitchen and can empower students to achievements in a broad range of fields, we were able to challenge and inspire the next generation of students to start working, and excelling, at JWU today.

 

To speak directly to college-age students, Forge recruited four social media influencers
to spend a day at each of JWU’s four campuses and post about their experience.This campaign delivered a reach of 6.5M, earned media at 10x spend, and an engagement rate nearly 4x the EDU benchmark.

FOUR CAMPUSES, ONE FOCUS

JWU has a diverse student body both within and across their campuses, from the flaghship in Providence, RI, to Denver, Charlotte, and Miami. Serving all four well required a campaign that maintained the unique character of each location, while centering on a common message. Forge delivered across a variety of media from digital and social, to TV, out of home and environmental.

 

A GROWING UNIVERSITY WITH AWARENESS TO MATCH

With an objective to increase JWU’s brand awareness without sacrificing the incredible reputation they built over 100+ years, success means attracting a new kind of student while still relating to their traditional targets. We found that balance in a campaign designed to show the diversity of JWU’s offering.