Meredith Goes Strong With New Advertising Campaign
What It Means To Be Going Strong
By Taylor Sexton
Meredith Goes Strong With New Advertising Campaign
What It Means To Be Going Strong
By Taylor Sexton
It’s been ten years since Meredith launched the Going Strong brand, and recent years have led many people to ask themselves what it truly means to be strong. Students, colleges, and universities are emerging from the challenges of the COVID-19 pandemic to a different academic world with a new understanding of strength. This is why in the Fall of 2022, Meredith decided to highlight this new definition by relaunching the Going Strong campaign to the greater community.
When the Going Strong brand was refreshed in 2019, it continued to showcase the College’s dedication to creating an educational experience that enhances students’ strengths, broadens their perspectives, and prepares them for a life of distinction. The campaign successfully garnered excitement from internal constituents, alumnae, and the community. The new branding campaign aims to recreate this excitement within the community and highlight Meredith as a vibrant, diverse, and academically strong institution.
“We felt like the time was right to remind people that Meredith is here, we know who we are, and we’re a great fit for students in the state,” said Kristi Eaves-McLennan, Vice President for Marketing and Communications.
Raleigh is one of the fastest-growing metropolitan areas in the U.S. and welcomes nearly 16 million visitors annually. Given this impressive rate of growth, the campaign aims to educate recent and established members of the surrounding communities about Meredith’s reputation and remind potential students that there is a strong institution in Raleigh where they can pursue their degrees.
WHO WE ARE
24,000+
graduates living in all 50 states and around the world
30 & 43
Students from 30 states and territories and 43 countries
1,700
Approximate total enrollment
300
Approximate graduate enrollment (coeducational graduate and certificate programs)
32%
Multicultural students
30%
First-generation students
14
Faith traditions represented among first-year students in a recent survey
Four ads from Meredith’s geofencing campaign.
To spread awareness, the campaign features seven billboards in Wake, Durham, Orange, Johnston, Guilford, New Hanover, and Pender (right off of I-40) counties. It also includes digital ads targeting 18 local high schools, and amplified social media efforts.
“While we know a great deal about our impact on campus and even in the Raleigh community, it is just as important that we know what our surrounding communities think, know, or believe about the College. These counties and high schools were targeted because they are close enough to the College to feel direct and immediate effects and far enough away that our ongoing messages may not be heard or properly noted,” said the President of Meredith College, Jo Allen, ’80.
Meredith has empowered women through a strong education for 132 years. The College has a solid track record of graduates who have had the confidence to pursue their passions, overcome difficult circumstances, and show resilience in the face of challenges.
“I want people to know that Meredith continues its long tradition of excellence. With the latest freshman class’s high school GPA of 3.5, the diversity of our population that mirrors that of the state and local community, the community engagement and volunteerism our students provide, and the career readiness they demonstrate, Meredith is committed to its traditions of excellence while constantly evolving with the world’s needs, hopes, and expectations,” said Allen.
The campaign also seeks to showcase the wide variety of strong academic programs offered and the College’s focus on helping each student discover their strengths. Many alumnae said the focus on their individual strengths is what made their education at Meredith unique and so successful. The College has continued to help students find their strengths through programs such as StrongPoints® and Success Coaching, setting them up for success in their lives.
“I want prospective students to know Meredith is a strong option for their future. I want counselors and principals who see this to recommend more students come here,” said Eaves-McLennan. “For those who are already affiliated with Meredith, I want them to feel a sense of pride that they made a good decision to choose to attend or be affiliated with the institution and know they’re part of a winning team.”
Alumnae, parents, and friends of Meredith are also invited to be part of this campaign. Share your Meredith experience with the high school women in your life. Hire Meredith students as interns and graduates as employees at your place of work. Or tag us in stories about your favorite Meredith memories on social media with #MCGoingStrong.