The pandemic as well as other social environments has impacted enrollment at these two colleges. SBCCD has an urgent need to positively impact enrollment at both colleges this fall, and overall school year. Both colleges offer excellent degree and certificate programs for any prospective students to choose from, as well as structured support including Financial aid, Academic guidance, free books, free parking and much more. Both colleges are also well entrenched in the local community and are always looking for ways to help the community progress and flourish.
Develop a multi-channel marketing plan aimed at generating awareness of enrollment dates, but more importantly inspiring prospective students that getting an advanced education is accessible and will lead them to a career of their dreams.
Further, SBCCD was determined to develop one campaign message, look, and feel to launch this campaign, but utilizing each of the school colors to provide consistent associations of marketing materials with the respective colleges. SBCCD desired that the unifying key messaging be seen as the cornerstone of their belief in student potential, and their offerings of each campus be the elements that facilitated that belief.
Our approach was to create a go-to market plan for the Fall Enrollment period that was intended to encourage potential students from their local areas to enroll in both online and in-person courses before the end of the enrollment deadline. This included a fresh creative approach leveraging key emotional statements that served as a reminder that SBCCD was not only an educational infrastructure, but also an entity that believes in the potential for all students to achieve their career goals.
The statement we created for the launch campaign for the Fall enrollment period was:
“You’re Destined for Bigger Things.” This was leveraged as the colleges’ affirmation to their commitment to potential student’s success.
From a media perspective we developed a multi-channel media plan designed for maximum local area awareness in the trade areas around both schools in the district as well as geo targeted social engagement in both English and Spanish. This included:
Results over the the first month of the 2022 Fall campaign:
By creating this community centric campaign, we successfully expanded the district’s reach to drive leads and ultimately enrollment numbers.
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