Relevance: education | hyperlocal | digital media | small budget

BACKGROUND:

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The pandemic, as well as other social environments, has impacted college enrollment across the state of California. Saddleback College, a public community college in Orange County known for offering more than 300 associate degrees, academic certificates, and occupational skills awards across 190 programs, was looking for efficient ways to address this issue.

Realizing the potential of the Hispanic market to increase college enrollments, Saddleback faced a challenge. Having never targeted this demographic in their marketing efforts, they lacked the experience in connecting with this audience. The absence of prior benchmarks or tailored campaigns specifically aimed at the Hispanic community further  highlighted the importance of adopting a strategic and informed approach to navigate this uncharted territory.

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ASSIGNMENT:

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The objective of Saddleback College's campaign was to heighten awareness within the underserved Hispanic community. The ultimate goal was to increase the number of Hispanic leads, focusing on successful landing page form submissions for the Fall 2023 enrollment period.

The campaign was to spotlight the availability of vital programs like financial aid and bilingual advisors. These resources cater to both students and adults (parents), aiming to make higher education attainable and achievable for all. Through this initiative, the college endeavored to establish itself as a bridge to educational empowerment within the Hispanic demographic.

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CAMPAIGN APPROACH:

Our approach revolved around creating a robust strategy designed to evoke essential emotional connections and address the Fall Enrollment period at Saddleback College. The central objective was to resonate with the Hispanic community by directly tackling their questions and concerns surrounding key barriers to entry—chiefly, costs and the enrollment process. In essence, we aimed to be the family member who makes the journey easy and accessible.

To achieve this, we conceived the compelling "Questions/Preguntas" campaign. This bilingual endeavor encapsulated the strategy's essence, catering to two key media targets:

• Students (Ages 16-24): This group, often encountering the complexities and costs of higher education for the first time, was at the forefront of our creative focus. We presented Saddleback College as a supportive friend, dedicated to making the enrollment process and financial aid access surprisingly straightforward.
• Adults/Parents (Ages 35-54): With limited exposure to higher education processes, this demographic required special attention. We showcased Saddleback College as a trusted partner, simplifying their journey toward enrollment and financial aid, making education readily accessible.

Our creative deliverables included a variety of static banner and carousel ads, Google text ads, and a landing page (English and Spanish) to capture leads through a simple online form. 

In terms of media strategy, our plans encompassed a diverse array of creative formats, deployed across Meta (Facebook and Instagram) and Google Search. 

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MEDIA APPROACH:

In order to to reach this audience while ensuring we can drive measurable results and optimize in real time and ensure maximum effectiveness and efficiency for the school, we leveraged a fully social and digital plan.  

• Media Budget: $60,000 
• Media Target:  Bilingual / Bicultural Hispanic prospective students and adults/parents in South Orange County.  
• Media Tactics: Google search, Paid social (Facebook, Instagram)

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RESULTS:

The campaign, running from 6/22/23 to 8/15/23, yielded remarkable results:

• Over 2.8 million ad impressions
• A total of 23,272 website visitors
• A remarkable conversion rate of 14.09%, resulting in 3,280 leads.

These outcomes showcased the campaign's substantial impact in reaching, engaging, and motivating the Hispanic audience, ultimately contributing to increased enrollment figures for Saddleback College.

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SOCIAL ADS:

HEADLINE: HOW do I help support my parents?

Una carrera beneficia a tu familia

A career benefits your family

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HEADLINE: HOW can I study while working?

Tenemos programas flexibles

We have flexible programs

HEADLINE: HOW do I make college a reality?

Ofrecemos ayuda financiera

We offer financial aid

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For Parents Target:

HEADLINE: ¿QUÉ profesión estudiaría mi hijo?

WHAT profession would my kid study?

‍Hay cientos de carreras

We have hundreds of careers

SUB: ¡Vamos juntos!

Let’s go together!

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HEADLINE: ¿CÓMO empezar fácil la universidad?

HOW to easily start college?

‍Tenemos tus respuestas

We have the answers

‍SUB: ¡Es posible!

It’s possible!

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HEADLINE: ¿CUÁNTO costaría la universidad?

HOW much would college cost?

‍Ofrecemos ayuda financiera

We offer financial aid

‍SUB: ¡Hablemos!

Let’s talk!

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