Case Studies
Lon Morris College
Objective
Lon Morris College (LMC) is a two-year, private college that is committed to providing a quality Christian education and learning environment for students living in the East Texas area. It is distinguished as the oldest two-year college in the Lone Star State. The campus is located in Jacksonville, Texas, and provides over 30 areas of study in three divisions: Arts, Fine Arts and Science. With continued dwindling enrollment, LMC enlisted Encore Multimedia to develop a comprehensive advertising campaign designed to provide year-round visibility and increase enrollment.
Solution
Encore’s research indicated that LMC was suffering from a lack of marketplace awareness among graduating high school seniors and other eligible students. Encore implemented an aggressive marketing campaign designed to give LMC name recognition in the East Texas area and educate the public about its benefits, including the opportunity to receive a four-year college experience in a two-year time period. LMC also had many other desirable traits to offer prospective students: a setting close to home, a low student-to-teacher ratio, and a faith-based environment. Marketplace visibility was achieved through Encore-produced TV commercials, radio spots, magazine ads and direct mail pieces, as well as the production of a DVD and viewbook.
Results
The results of the Encore campaign were dramatically successful. Over the course of a three-year campaign, Lon Morris nearly quadrupled its enrollment, from 271 students to over 1,000 students. The campaign was so successful that the school exceeded its capacity, necessitating the college to secure alternative housing options for new students.