In the face of a looming demographic shift and tightening competition, Bryant University found itself at a pivotal crossroads. Traditional recruitment strongholds in the Northeast were starting to falter, as declining high-school graduation rates collided with rising media costs and intensified regional competition. But instead of pulling back, Bryant decided to lean into innovation, and partnered with Zozimus to chart a new path forward.
With the same media budget in hand, we set out to do something radically different: transform how, where, and to whom Bryant marketed. What followed was a precision-crafted enrollment strategy, driven by proprietary ZIP-code modeling, that delivered three consecutive years of record-breaking application volume and incoming classes.
A Shrinking Radius, A Bigger Vision
Bryant’s core challenge was emblematic of what many Northeast institutions are now facing: an “enrollment cliff” caused by shrinking high-school cohorts. Their traditional recruitment radius was contracting, and the usual feeder ZIP codes were becoming oversaturated—delivering weaker returns despite rising costs.
At the same time, new opportunities were emerging. Migration patterns were shifting, favoring southern and mid-Atlantic states. But Bryant lacked the brand awareness in those growth corridors to take full advantage. With limited budget flexibility, expanding reach required not more money—but smarter deployment.
From Raw Data to Revenue-Driving Insight
Zozimus brought to the table more than media muscle, we brought a proprietary, data-first methodology built to unlock hidden value from overlooked markets.
We began by layering geostatistical ZIP-code scoring onto historical enrollment data, U.S. Census insights, and mobile-device flow analysis. This allowed us to isolate where media dollars were delivering measurable lift, not just impressions. Then, we applied a demographic “sweet-spot” filter, identifying ZIP codes where household income, parent education, and youth population density aligned to create ideal enrollment conditions.
To bridge the awareness gap outside Bryant’s core region, we engineered distance-weighted bidding, increasing impression frequency in areas further from campus. Weekly test-and-learn sprints, guided by real-time dashboards and heatmaps, allowed us to refine this strategy with agility.
Redefining Reach, One ZIP Code at a Time
We implemented our solution in a phased rollout. In the first sprint, we reallocated roughly 25% of the media budget, shifting investment from oversaturated areas into high-opportunity ZIPs that offered stronger predictive potential.
Next, we introduced a creative strategy tailored for parents, emphasizing value, outcomes, and emotional reassurance, particularly in markets further afield. This was coupled with higher-frequency messaging and segmentation based on household composition.
Finally, we used top-performing ZIP-code profiles to clone look-alike markets along the Eastern seaboard, extending Bryant’s geographic reach deep into the Mid-Atlantic and Southeast.
Transformative Results
The outcome was nothing short of extraordinary. Bryant achieved record application numbers three years in a row, each cycle outperforming the last, even as the Northeast talent pool continued to shrink. The university also welcomed the largest incoming classes in its history, and experienced a notable drop in cost-per-enrollment, freeing up budget for brand initiatives and long-term programs.
Geographic diversity surged, with out-of-region students comprising a significantly larger share of each incoming class. Perhaps most importantly, the ZIP-code science has become a scalable framework. Today, Bryant is using the same methodology to fuel growth in its graduate and online programs.
A Blueprint for the Future
This wasn’t just a campaign. It was a futureproofing strategy grounded in analytics and imagination. By helping Bryant move beyond the limits of geography and into data-powered decision-making, Zozimus demonstrated what’s possible when marketing is treated as a strategic lever, not just a line item.
Every reallocated dollar worked harder. Every insight turned into action. And every challenge became an opportunity to dream bigger.
David Wilson
EVP, Digital Marketing & Performance
David has more than 20 years working in digital marketing, covering in-house for a variety of companies, agencies and running his own digital marketing company. He has worked on Fortune 500 clients in the Pharmaceutical, CPG, Financial Services, and Healthcare verticals.
David brings a passion for proven results to the Zozimus digital marketing team. When asked what he likes about his job, David says that “every day his team has metrics that they are trying to hit for clients. At midnight the scoreboard gets set back to zero and we either hit our goals or we didn’t.”
BOSTON, MARS
