MESA COMMUNITY COLLEGE

Transcripción

1 CASE STUDY

2 OVERVIEW Client needed to improve the communications with college bound students, primarily high school juniors and seniors. Developed new narrative to more clearly state the college s features and benefits Reworked all high school outreach efforts Instituted highly targeted media program (both traditional and social) Concepted and executed sub campaigns targeting specific ethnic groups Invigorated Open House efforts to improve attendance and engagement by college bound high schoolers and their parents Created new library of photographs for use enterprise wide in effort to better reflect state-of-the-art nature of the college s two campuses

3 1» UPDATED SALES COLLATERAL Mesa Community College needed help to reach more efficiently high school students evaluating their college options. Working in collaboration with MCC lead agency Nilssonworks, we enhanced their messaging and freshened-up the collateral design with new photography and graphics.

4 2» DEVELOPED A STUDENT ENROLLMENT CAMPAIGN The next step was to develop a comprehensive campaign to drive enrollment. Our multicultural, bilingual effort focused on a clear and concise message quality college education, affordable and accessible to everyone. The print ads ran in local pubs such as The New Times, Asian American Times, Prensa Hispana & AZ Informant. RecoRte el costo de su educación universitaria no la calidad El colegio para usted. inscríbase hoy a sólo $76 por hora crédito* talleres en septiembre: Preparación para los Exámenes ACT/SAT Sept. 10 y a.m. Entendiendo la Asistencia Financiera Sept p.m. Entendiendo la Asistencia Financiera y las Becas Sept a.m. Paga por Voluntariado Sept p.m. Centro de Alcance Comunitario de Mesa Para más información llame al (480) *Matrícula dentro del condado. Verifique con Admisiones la matrícula y las cuotas para estudiantes de fuera del condado. El Distrito de Colegios Comunitarios del Condado Maricopa es una institución con Oportunidades Equitativas de Empleo/Acción Afirmativa.

5 3» ENSURED ENROLLMENT WAS JUST A CLICK AWAY We developed a strong online presence with web banner ads, running in conjunction with print efforts. The banners had click-through buttons that made it easy to access more information and start the enrollment process. Each button pointed to a unique URL for tracking purposes and web analytics.

6 4» HIT OUR TARGET AUDIENCE BY USING TARGETED MEDIA In addition to print and online ads, we developed custom messaging for targeted media to reach high school students. Messaging was featured in popular local malls such as Chandler Fashion Mall & Westcor Fiesta Mall. We also placed messaging on school buses that ran in appropriate MCC zip codes.

7 5» INCENTIVIZED ATTENDANCE AT OPEN HOUSE We developed a separate community outreach campaign to promote the college s Open House event, inviting high school students and their parents to learn more about the value of a college education. Posters were placed in high schools, malls, and grocery stores. Gift cards and scholarship aid were featured as incentives.

8 6» DEVELOPED OPEN HOUSE ONLINE PORTAL We developed a mobile microsite in both English and Spanish, launched through a QR code on printed material. This allowed tech-savvy students to retrieve information about the open house and incentivize them in real time. Online forms allowed to captured valuable parent and student data for further engagement via phone calls and/or personalized direct mailings.

9 7» EXPANDED OPEN HOUSE OUTREACH MATERIAL We also developed a direct mail campaign targeting parents and students in selected zip codes. We printed the postcards with variable data, so we could personalize each piece with the recipient s name. We designed fliers for high school counselors, providing information about this great opportunity for their students.

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