Taking conversion marketing to a whole new level

April 12, 2007

Wilkes University, in Pennsylvania, has taken a unique and daring approach to undergrad recruitment marketing. Instead of the traditional "three and a tree" photos, Wilkes' campaign features billboards, mall posters, cable TV ads and MySpace profiles -- all apparently targetting 6 specific applicants. Headlines include: "Kate Murtaugh, Whitehall Homecoming Queen: You'll certainly receive the royal treatment at Wilkes University," and "Meagan Smith: We'll help you become a journalist.  Lesson one: Get used to thousands of people reading your name." The personal attention Wilkes offers its applicants is certainly clear. The Chronicle of Higher Education (Subscription Required)