graphic showing Mount Mary University building, graduate and the word Undecided

Undecided College Student Case Study


Mount Mary University was first in the Midwest to focus exclusively on educating women; innovation has been a part of their culture since they opened their doors. So it comes as little surprise that when they wanted to create a yearlong program to help undecided students find a major, and stay on track to graduate on time, the program would be the first of its kind. Time to let the world know.


Our involvement started with creating the program name, "Compass Year," which provided a metaphorically rich identity to a program meant to help undecided young women find their direction. But we were only getting started.

graphic showing Mount Mary University students in a computer lab. Your compass year at MMU can help you find our major and your passion.


In that amount of time, Mount Mary received more commitments and inquiries into attending the university than it had the past three years combined.


We joined forces with an animation partner to direct two 30-second spots, hitting the airwaves and the web, spreading Compass Year into key markets through the right social media venues.


We put together a direct mail piece aimed at influencers in our target's lives, from guidance counselors to parents. This mailer focused on the visual element of going from UNDECIDED to UNSTOPPABLE, a key theme for the campaign. We also built a program landing page, funneling interested prospects into the right calls to action.


Several images of the Compass Year direct mail advertising piece