Rebranding a Public University Drove a 10% Application Increase
Date
2025
Industry
Education
Services
Creative, Cross-Channel, Paid Media
Team
Creative, Institutional Growth
Their Story
Eastern Connecticut State University is a top 25 public university in the northern region, known for its strong academic programs and student-first mission. But while its academic standing remained solid, the university struggled to engage prospective students with a dated brand identity and traditional marketing tactics. In a landscape where students are increasingly influenced by e-commerce and pop culture aesthetics, ECSU needed to evolve – or risk falling behind.
The Challenge
The university needed a refreshed identity and digital strategy to increase relevance and improve student engagement across the enrollment journey. ECSU’s existing brand failed to resonate with the digitally native Gen Z audience. Their logo lacked adaptability for digital environments, and marketing materials didn’t align with the visual language or tone students encounter daily from the brands they admire.
+12%
increase in admitted students
+10%
lift in completed applications
+15%
rise in transfer applications
Summary
Eastern Connecticut State University partnered with Mason Interactive to modernize its brand, attract Gen Z applicants, and increase applications in a highly competitive higher ed market. By combining a bold creative rebrand with a multi-channel digital strategy—including the school’s first ever Netflix ads that won a creative award, programmatic media, print billboards along the interstate highway, and TikTok-style creative—the campaign delivered double-digit growth across major enrollment KPIs.
The Goal
Position ECSU as a modern, forward-thinking university that resonates with Gen Z students, while maintaining the academic prestige and institutional credibility expected from a top-tier public university.
Creative Direction & Strategy
Mason Interactive developed a comprehensive creative rebrand and full-funnel media strategy to reinvigorate ECSU’s presence across all touchpoints.
Visually, the team introduced a dynamic new identity anchored in neon green-yellow—a trend-forward color choice that predated its mainstream explosion during “Brat Summer.” Paired with animated shield motifs and modern Gen Z-aligned typography, ECSU’s new look broke free from category conventions.
Messaging took a page from consumer brands, emphasizing clarity, student benefits, and social proof over institutional jargon. Unbranded, UGC-style videos were deployed on Meta to mirror content students already engage with—eschewing logos and CTAs in favor of authenticity.
Tactically, the campaign stretched across Netflix, billboards, programmatic ads via The Trade Desk, and high-intent search and social media efforts. At the same time, the ECSU website and landing pages were optimized to convert traffic by simplifying the application process, showcasing student stories, and highlighting academic value.
Visually, the team introduced a dynamic new identity anchored in neon green-yellow—a trend-forward color choice that predated its mainstream explosion during “Brat Summer.” Paired with animated shield motifs and modern Gen Z-aligned typography, ECSU’s new look broke free from category conventions.
Messaging took a page from consumer brands, emphasizing clarity, student benefits, and social proof over institutional jargon. Unbranded, UGC-style videos were deployed on Meta to mirror content students already engage with—eschewing logos and CTAs in favor of authenticity.
Tactically, the campaign stretched across Netflix, billboards, programmatic ads via The Trade Desk, and high-intent search and social media efforts. At the same time, the ECSU website and landing pages were optimized to convert traffic by simplifying the application process, showcasing student stories, and highlighting academic value.
Key Takeaways
The rebrand and media strategy delivered real, measurable impact. ECSU saw a 12% increase in admitted students, alongside a 10% lift in completed applications and a 15% rise in transfer applications. Attendance at large campus events grew by 11%, showing stronger mid-funnel engagement and interest. Strategic investments across paid social, streaming, and programmatic—combined with a bold creative direction and user-first digital experience—helped ECSU bridge the gap between institutional tradition and Gen Z relevance.
In Summary
Eastern Connecticut State University proved that higher ed brands don’t need to sacrifice academic credibility to connect with modern students. By embracing consumer-inspired creative, cross-channel media, and a full-funnel digital strategy, ECSU redefined what public universities can achieve—and set the standard for Gen Z enrollment marketing.
“Mason’s creative direction and strategic insights brought a fresh energy to our brand that truly resonates with today’s students. Their bold ideas look great and they deliver results. From Netflix to TikTok, Mason helped Eastern show up where Gen Z lives, and the 10% lift in applications speaks for itself.”
