In January 2021, Lynn's marketing team began evaluating the university's communications strategies, seeking to understand how student priorities were affected by the pandemic.
Recent market studies showed that lockdowns and school closures left teens across the country feeling isolated and struggling with uncertainty. A survey by the American Psychological Association found that 65% of Gen Z teens felt very lonely during the pandemic and 51% feel that planning for the future is impossible.
Lynn's students, who returned to in-person classes in August 2020, showed a more upbeat outlook. During focus groups, they expressed appreciation that Lynn's mobile technology and caring people kept them on track and personally connected during the global health crisis. Focus group participants described the university as "friendly" (93%), "high energy" (80%) and "always innovating" (73%).
"Lynn has long been known for its culture of innovation and personalized attention, and our research showed that these traits are now more relevant than ever," said Chief Marketing Officer Sherrie Weldon. "We chose boundless learning as the theme of our new marketing campaign because Lynn provides an environment where students are free to explore possibilities, find their purpose and realize their potential."
The campaign is designed with aspirational messaging that encourages students to broaden their horizons and make meaningful connections through the many programs and flexible learning options offered at Lynn. It features photos of current students and alumni and highlights unique differentiators like Lynn’s three-year bachelor's degrees, iPad-powered learning and four-week block schedules with freestyle Fridays.
The integrated marketing campaign includes print and digital advertising, social media, multimedia content and environmental branding.
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