A to Z Work

Overview

Tennessee Tech University (Tech), a top-ranked public university located in the bucolic town of Cookeville, TN, named A to Z Communications as its Agency of Record in 2019. A to Z functions as the strategic, creative, and media planning and buying partner to Tech.

Tennessee Tech University and A to Z developed a deep and collaborative relationship to drive branding and messaging for increased inquiries and enrollment. A to Z developed and executed several campaigns for Tech, from Preview Day to programmatic digital, print, and broadcast media, with outstanding results.

Using a mix of traditional media and digital media strategies, our campaigns garnered outstanding metrics for Tech. Our Preview Day campaign with Snapchat integration gained a 20 percent increase in attendees, which previously had never been experienced by Tech.

Services

Media Planning & Placement

Traditional and Digital Advertising

Admissions Outreach

Reporting

“A to Z helped Tech accomplish an application goal that has been elusive for us. Through smart marketing, narrowly targeted digital efforts, and the work of our admissions team, we saw more applications in the fall of 2021, than the previous five years.”

Bobbie Maynard, Tennessee Tech University

Click-through rates, swipes, OTT, HULU completion rates, retargeting and pre-roll counts for our Summer campaign ranged from 164,951 impressions to a total of 1,613 unique inquiries, over-delivering by 12 percent of goal.

Our competitive, targeted prospective student campaign exceeded goals by 10 percent across the board, delivering over 250,000 impressions and garnering nearly 1,000 inquiries to engineering programs.

A to Z works collaboratively with Tech on projects such as re-branding, strategic and competitive planning, identification of optimum student personas, media planning and buying, and geographic targeting.

Work / Higher Education

Tennessee Tech University

Overview

Services

Bobbie Maynard, Tennessee Tech University

Our competitive, targeted prospective student campaign exceeded goals by 10 percent across the board, delivering over 250,000 impressions and garnering nearly 1,000 inquiries to engineering programs.