Refining recruitment to attract the right students
New York School of Interior Design has nationally-recognized programs, dedicated faculty, and excellent resources—but they needed a smart marketing strategy to recruit the best possible students.
Moving beyond advertising.
Though New York School of Interior Design’s promotional materials and collateral were sophisticated, they lacked the cohesive marketing plan and strategy to reach and engage the people most likely to benefit from their programs.
Own your focus—and lead the pack.
Big Duck’s work began with research to understand the mindsets and motivations of the School’s best students. Along the way, we uncovered New York School of Interior Design’s key strength: professional skills-building. With this insight in mind, we helped the School shift the way they were approaching prospective students, developing key audience mindsets to drive their recruitment communications: Career Finders and Career Changers.
Students find what they’re looking for
The Big Duck team crafted a messaging platform with a flexible structure to tell the School’s full story and speak to the needs and goals of their audiences. We also established guidelines for design elements that ensured staff had the tools to streamline their visual vocabulary and create marketing materials with a consistent look and feel. Finally, we developed a campaign that directly connected to the mindsets of their strongest student prospects, and partnered with a media company who placed the ads in targeted outlets.