BSC has recently launched new ads - print, radio, TV and digital - that continue to raise awareness in the public and action from students and their parents. Extending our brand Beyond into a "day in the life" concept, the ads depict three different students as they incorporate their education into their busy lives. The message is a natural evolution of our earlier Beyond ads using "Where's your beyond?" - a message that will continue on. The people in the ads are all BSC students, and the ads were shot on campus and in Bismarck this fall.
We're very excited about this campaign. Recent research verified that what we've been doing, works. And message testing ensured that our messages in this campaign will continue to be spot-on for our audiences. Since first adopting a cohesive brand marketing campaign in 2007, top-of-mind awareness went from 31.3% to 47.8% in 2012. We're the first college named when asked about affordable, quality education; and 92% of parents and 89% of students believe BSC has a good reputation. Almost half of students planning to attend college in the coming year named BSC as their first choice and the institution they plan to attend - up 20% from 2006.
The more our audiences understand that we are one BSC, delivering a single brand promise, the more effective our outreach is for each program. It's vital that our brand is clear in every element -whether it's a faculty recital, an energy newsletter or a TV ad.
In addition to increased awareness, we have seen increased action! Applications are up 69% over the past five years, and our enrollment is over 4,000 students this fall. These results stem from a combination of hard work and collaboration between marketing and Admissions & Enrollment Services, as well as a great deal of effort by staff and faculty.
Our staff and faculty allow us to deliver our brand promise to our students every day. Thank you BSC employees for all you do to go BEYOND.