Truman State University

The Challenge

Truman was looking for a new agency to provide professional services to develop and implement a comprehensive marketing plan focusing on recruiting undergraduate, graduate, and transfer students, as well as promoting Truman’s brand. The University was looking for an agency that could drive more cost-efficient UG leads as well as increase enrollments for Graduate, Non-Traditional, and Transfer students. DCW Media was awarded the Agency of Record (via RFP) in July 2023.

The Approach

After assessing prior media plans, competitors, and reports, DCW put together a revised Fiscal 2025 strategy that used our people-based data and strategies across select digital channels to:

• Consolidate the number of media tactics the University was using prior
• Expand geographic reach using the same budget as the prior fiscal
• Improve lead quality and cost per lead, particularly for their most challenging groups
• Buy & optimize Performance Max, OTT/CTV, TikTok, META, Display, Geo-fencing, Digital Radio, Google SEM