Lindenwood University – #LUforLife Campaign

Advertising & Marketing, Campaign Development

The Challenge

Lindenwood University was founded in 1827 and is the second oldest university in the St. Louis area. It offers more than 200 degree programs to over 16,000 students and in recent years, there has been a decline in Lindenwood day school enrollment due to overall lack of awareness and new competitors in the market.

Because of the enrollment decline, Lindenwood University challenged Geile/Leon to:

• Increase awareness of their university among the day school audience

• Highlight the fact that Lindenwood is unwavering in its passion for teaching and the well- being of students and delivering the total student experience inside and outside of the classroom

• Drive day school applications

The Solution

Geile/Leon launched the #LUforLife TV spot, supported by a dedicated landing page, radio script and digital outdoor that speaks directly to millennials through current Instragram/Facebook/Twitter photos posted by Lindenwood students under #LUforLife, presenting an authentic look into life at the university.

The Result

The #LUForLife campaign contributed to the immediate turnaround in day school enrollment – an increase in enrollment figures by 6%. The #LUForLife television spot was a highlight winning a Telly award, honoring excellence in TV commercials. Participation of students in the social media space (which was one of the metrics) was an important aspect of the campaign, and the buzz generated by students on Twitter was huge as shown below.



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Download the full Lindenwood University #LUforLife case study for valuable millennial personas and a deeper look into Geile/Leon’s creative approach.

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