Engagement among 16- to 20-year-olds. Increase and elevate brand awareness of New Hampshire’s Community Colleges, while promoting the commonalities of the seven members of the system. Broaden appeal to a new type of student. Attract and pre-condition high school students to consider community college as a viable option. Help increase enrollment by driving traffic to the websites of each college. Measure the results.
Develop a campaign that revolved around the “College In The 603” concept. A website with a memorable URL (www.collegeinthe603.com) was created. EVR developed a campaign targeting ages 15 to 20 through multiple platforms, including traditional and digital efforts. Social media, including Facebook, Instagram and Twitter, was a key driver of the target audience to the newly launched website that served as the flagship for the collegeinthe603 sub-brand. The website was designed to inform, engage users and, ultimately, drive traffic to the sites of individual colleges.
Traditional prospective students (ages 15-20), non-traditional prospective students (age 25+) and parents of traditional prospective students (ages 40-59). College in the 603: The campaign revolved around the concept.
Statewide Brand Messaging
Positively linked affordability to satisfaction, promoting New Hampshire’s community colleges as providing good value. Diverse program offerings joined affordability as the top tier messaging priority across all communications. Testimonials focusing on quality featuring faculty and how grads are employed today effectively communicated this value proposition. Convenient class times, reasonable program lengths and conveniently located campuses packaged under the imagery of “accommodating,” “flexible,” and “fits your life.”
A style, tone of voice, in the lens of the teen was created as a fully integrated campaign that conveys a fun, bold, colorful and vibrant tenor. Messaging focuses on communicating quality as a key attribute that can change the perception of community colleges in New Hampshire. We created fresh digital content over time to tell how NHCC’s represent the concept of “College. Redefined.”
Ninety-five percent of the 94,907 individuals ages 15-20 in New Hampshire were served a programmatic display ad or video approximately 14 times in a 12-month period. Six of the seven colleges saw an increase in organic traffic in 2015. One college saw a 10.35% increase; overall, the colleges saw a total traffic increase of 5.48%.
Increase in enrollment
Completion rate on all campaign videos