Southwestern College: Fall Enrollment Campaign

Growth-Centered Enrollment Strategy


Background

Growth is a term that is synonymous with forward.

However, a prospective student might look at attending a community college as a step backward, sideways, or a pause altogether from their original plan.

With enrollment decreasing nationwide, we needed to find a way to break through to prospective students.


Concepts

Insight: students don’t believe community college can support their needs outside of the classroom.

By highlighting key support services offered by the college, we were able to reinsure prospective students that they would have the support needed to be successful and pursue their ‘what’s next.’ Southwestern affords any person the opportunity to grow in the direction of their future – whether that’s a lateral move, a forward step, or a pivot.


IN FALL ENROLLMENT


Results

We reframed the idea of growth from being “forward” to being “movement.” This message was presented in a multilingual campaign across ConnectTV, Google, Instagram, Facebook, and Univision ConnectedTV and Radio.

Our insight-driven efforts established Southwestern as the college that supports students in their side steps, pauses, and pivots, and propelled Southwestern to achieve the highest community college enrollment rate in the county.


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