Iowa State University
A REFRESHED BRAND FOR A NEW GENERATION
Evolving communications for a Gen Z audience.
Societal trends across the country are leading to flattening or even declining numbers of students seeking post-secondary education. As Iowa State University prepares for this “new normal” in higher education it has become crucial to refresh marketing and communications to be relevant with a new cohort looking at college — Generation Z.
Based on ZLR Ignition’s deep understanding of Gen Z, we have helped the university connect with high school students and evolve the meaning of the Iowa State adventure. The new communications we helped create speak to Gen Z’s value of diversity, creativity, individuality and the desire to do big things and shape their world.
ZLR’s brand approach directed the development of brochures for Iowa State recruiters visiting high schools and education fairs, organic and paid content to engage prospects through their social channels, and student-centric digital advertising. Iowa State branding engages Gen Z to envision the opportunities at Iowa State to create their adventure.
The continual evolution of the Iowa State adventure brand has positioned the university to be an innovative leader in connecting with and attracting Gen Z students.
Impact
“I just watched the new ‘The World Turns’ ad that Admissions released on YouTube. It is rare I see something ‘new’ when it comes to filmmaking, but I can say this ad is remarkable and delivers a new perspective. This production deserves some kudos. Thanks for your vision on this.”
— a departmental vice president at Iowa State University
“The student has primarily been looking at smaller private schools — Augsburg, Gustavus, etc. Today she told her [school counselor] Iowa State is now her #1 school. She asked her why. Because of our TIK TOK videos!!!!! I guess the student said everything looked so fun, etc. Congratulations on meeting students where they are at!”
— a regional recruiter from the Iowa State University Admissions department
