October 9, 2024
Brand Perception is Reality: How University of Nebraska proved there truly is no place like Nebraska.
The University of Nebraska-Lincoln’s (UNL) reality was impressive: Top-tier academic programs with a focus on research and innovation, a storied athletic program, Big Ten Conference member and affordable tuition.
But parents of prospective students in out-of-state markets who didn’t know the university had a different perception.
UNL’s goal? Educate and familiarize these parents with their academic quality and connection to the Big Ten Conference to change perception.
Game on.
The Baseline Before We Began
In September 2022, UNL conducted a comprehensive reputation survey among parents of students in grades 6–12 across Nebraska and key out-of-state markets including Chicago, Minneapolis, Denver, Kansas City, Dallas/Ft. Worth and Los Angeles.
In key markets, when parents were asked to rate academic quality as “Excellent” or “Very Good,” UNL often ranked behind competitor institutions:
- Chicago market: UNL at 35.1%
- Twin Cities: UNL at 31.3%
- Kansas City: UNL at 32.7%
- Denver: UNL at 37.9%
- Dallas-Ft. Worth: UNL at 40.7%
The perception gap was real.
However, the research also showed something powerful. When parents were informed that the Big Ten is the only athletic conference with an Academic Alliance focused on research collaboration and academic excellence, perceptions improved significantly.
Messaging matters, especially in higher education, and UNL needed a sustained, strategic media plan to amplify those differentiators.
The Objective: Elevate Academic Perception and Big Ten Association
The formal campaign objectives were clear:
- Improve perceived excellence of selected academic programs
- Strengthen the association between Big Ten membership and academic quality
- Reinforce affordability alongside excellence
The target audience? Parents of students grades 6–11 in key recruitment ZIP codes across:
- Denver
- Los Angeles
- Dallas/Ft. Worth
- Chicago
- Minneapolis
- Kansas City
Video-First, Three-Tier Messaging, Sustained Impact
Changing perception requires repetition. And storytelling. Our approach centered around a video-first strategy designed to improve brand perception and favorability of this higher education institution over time.
Lead With Storytelling
Parents care deeply about quality, affordability and long-term outcomes. The strategy leaned into storytelling that elevated:
- Academic prestige
- Research partnerships
- Big Ten academic credibility
- Investment in facilities and programs
Authentic video allowed UNL’s differentiators to come to life in a way static ads never could.
Meet Parents Where They Consume Media
Using Global Web Index data, we built a parent profile:
- Median age 41.7
- 68% employed full-time
- 71% married
- 63% homeowners
And deployed across high-impact digital platforms where these parents were active:
- Hulu
- High-impact CTV placements
- YouTube
- Facebook and Instagram
- Pre-roll and rich media video units
Play the Long Game
The first official flight ran January through May 2023. But the work did not stop there.
Between 2023 and 2024, we executed at least three distinct media flights. Because shifting perception takes more than one or two ads.
Movement in the Right Direction
The baseline survey established where perceptions stood before our media efforts began. Our follow-up survey showed vast improvement. A few examples:
“The University of Nebraska-Lincoln is a member of the Big Ten Conference. From an academic perspective, does that influence your perception of their academic quality?”
2022 – “Yes” = 47.3%
2023 Spring – “Yes” = 65%
“How likely would you be to recommend the University of Nebraska-Lincoln to a graduating high school senior?”
2022 – “Very Likely” or “Likely” = 53.9%
2023 Spring – “Very Likely” or “Likely” = 66.8%
Associations strengthened, favorability improved and the narrative around UNL’s academic excellence gained traction. Three flights across two years created repetition and reinforcement. UNL felt the difference in out-of-state enrollment. And continues to feel it today.
Looking to change perception, elevate your reputation and/or increase awareness? Just as there’s no place like Nebraska (we’re biased!), there’s no marketing partner quite like us. Let’s connect.
