Building data-driven marketing plans: A case study

Like most other private universities in the United States, Piedmont University held a close watch on enrollment over the course of the past few years. At the start of the pandemic, the university had planned for significant change rolling out a new brandmark, imagery and more as the institution prepared for their 125th anniversary. In addition, Piedmont had set new goals for the number of on-campus residential students and begun a new partnership with full-service marketing agency Forum Communications.

Using both traditional and digital mediums, Piedmont University and their partnership with Forum and others was able to drive significant growth in undergraduate enrollment through the pandemic. However, how do you maintain momentum and leverage what you’ve learned from prior campaigns to drive future results? In this 45-minute session, Forum’s director of brand and digital strategy Nick Kastner and Piedmont University’s digital marketing manager Zackary Hoopaugh will share with you how decisions and data helped Piedmont welcome its largest freshman class in history for fall 2022.


  • Nick Kastner — Forum Communications
  • Zack Hoopaugh — Piedmont University

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