Miami University in Ohio's value-centric marketing results in more early decision applications

In marketing, sometimes success is determined by the distribution, and sometimes it's all about the message.

Miami University in Ohio recently refocused its marketing efforts to establish itself as a school that offers a great education and good value, The Washington Post reports. That shift paid off, as the school measured a 96 percent jump in the number of high school students who submitted early decision applications.

"Parents want to know, what is my child going to get in terms of return on investment," Michael Kabbaz, the school's associate vice president for enrollment management, told the newspaper. "All we started to do was to be much more explicit about the outcomes."

Broadcast advertisements were part of the campaign, as were  billboards, Facebook and Pandora commercials. It also involved having teams of regional recruiters based in Chicago, San Francisco and Connecticut, the Post says.

The school is engaging in other marketing efforts, notably with the installation of a new scoreboard that will enhance games also serve as a tool for marketing and sponsorship, according to Mac Report Online.