When ten public universities across Tennessee united around a single mission, they needed a campaign as ambitious as their goal. Four the Future set out to change the conversation around higher education statewide. And we made sure the whole state was listening.
The Challenge
Making the Case For College
Nationwide, college enrollment has been declining. This trend was accelerated by the pandemic and fueled by growing skepticism about the value of a four-year degree. In Tennessee, we set out to change that conversation.
The Work
A Higher-Ed Campaign Unlike Any Other
In a first-ever initiative, 10 public universities across Tennessee joined forces to promote the value of a four-year degree.
The main message?
Whether you work in education, medicine, agriculture or another sector, you make a difference in your community. Four the Future wants Tennessee residents to get their four-year degrees and help build a brighter future for themselves and the state.
“From Memphis to Mountain City, one of the hallmarks of Tennessee has always been our strong higher-education system, and this is an investment in our state.”
The results
Tennessee is Paying Attention.
Four the Future made an immediate impact on launch. Coverage landed in The Tennessean, MSN, Axios Nashville and the Nashville Ledger, reaching an estimated audience of millions. On digital, the campaign drove more than 8 million impressions on YouTube, over 5,000 attributed engagements via streaming services and Facebook and LinkedIn click-through rates more than double the industry average.
Beyond the numbers, the campaign earned engagement from leaders at every Chamber of Commerce across the state, a signal that Four the Future’s message resonated far beyond the screen.
8M Impression on YouTube
5,000 attributed engagements
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