Siena College
A private, four-year college in the Catholic, Franciscan tradition, Siena College in Loudonville, New York offers more than 50 undergraduate programs and several graduate and certificate programs. Located just minutes from the capital city of Albany, Siena is known for its strong liberal arts foundation and focus on values, ethics, and service to others.
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Experiential Marketing
It’s going to take more than a new PowerPoint and free coffee.
Experiential marketing can do what no other channel or tactic can: change a relationship from being simply transactional to a personal connection that is emotional and transformative. This is how we did it.
We had already created Siena’s brand platform and activated it in the market with a strategic media buy to drive attendance to their Open House events.
Capitalizing on that spend with an unforgettable on-campus experience was the next logical step. What ensued was exactly that, and a whole lot more.
As we began to brainstorm, we defined what we believe successful experiential marketing must always do: strike a chord, entertain and involve, surprise and delight, deliver a clear message, and give out free stuff.
(According to a B&N college student survey, 75% said they’d attend an event if raffles and prizes were promised. Who doesn’t love free stuff?)
We wanted attendees to feel Siena’s welcoming spirit and playful side. We wanted them to know that Siena appreciates them being there, and to see that Siena is modern, inventive, and fun. The ideas flowed from there, and the new Open House introduction was created.
The experience included a video synchronized with a surprise live performance from their marching band and performance clubs, music reverberating across the gym, freebies tossed into the crowd, and more.
In true Saint fashion, Siena pulled it off and the event was a smashing success.
- 103% Increase in Open House attendees
- 100+ Enrollment goal was exceeded by over 100 students
- $3M More than $3 million in additional revenue
“I don’t think the survey captures how blown away I was by the totality of this event. It was our third college visit in three days and by far the most impressive. The spirit, energy, and comprehensive agenda all stood out to me. The alumni who took part in the career panel session were unbelievable… I will be holding this event as the standard in viewing colleges when my other kids are going through it.”
