Societal trends across the country are leading to flattening or even declining numbers of students seeking post-secondary education. As Iowa State University prepares for this “new normal” in higher education it has become crucial to refresh marketing and communications to be relevant with a new cohort looking at college — Generation Z.

Based on ZLR Ignition’s deep understanding of Gen Z, we have helped the university connect with high school students and evolve the meaning of the Iowa State adventure. The new communications we helped create speak to Gen Z’s value of diversity, creativity, individuality and the desire to do big things and shape their world.