Distinguishing the Clarkson Difference
On November 20, 2013, Governor Andrew M. Cuomo announced a partnership between New York State, Clarkson University, and The Trudeau Institute to form a world-class biotech enterprise and further establish the region as a premier center of biotechnology research and development. This partnership led to the development of The Clarkson Trudeau Biomedical Scholars Program, which completed its first semester in the summer of 2014. Following the success of the pilot program, Clarkson was challenged to grow The Clarkson Trudeau Biomedical Scholars Program by 40 students for the 2015 Fall Semester.
Zone 5 designed an email campaign to target self-identified students interested in the Clarkson Trudeau Biomedical Scholars Program. We developed ‘The Clarkson Difference’, an identity with which the Clarkson Trudeau partnership could identify three unique differentiators (‘Explore. Experience. Environment’) that the program presents to students. Each email was comprised of Zone 5’s copywriting, design and programming. To supplement the email campaign, we also deployed targeted Facebook social advertising in the final week prior to the application deadline as a last push/call to action for submitting applications.
The email campaign and social advertising worked seamlessly together. Not only did the biology program receive the second highest number of applications out of all Clarkson programs for the fall 2015 semester, 400 applicants were from those who opened all four emails in the campaign. Furthermore, the Facebook advertising initiative resulted in over 3,200 website clicks and reached over 222,000 people.