3fold developed a student-centric approach for the outreach campaign, including the following objectives:
Position Southwestern College as the top regional choice for prospective students.
SWCCD’s campaign was designed around the goal of generating enrollment and targeting student audiences in order to increase overall awareness of SWCCD’s core competencies. To do this, 3fold identified where prospective students were in the “planning cycle” of their educational pursuits and delivered persuasive arguments to them in a targeted way—connecting with them digitally in the time and places they would most engage.
Use the right channels for awareness and direct response.
Developing an optimal media mix was key. Prospective students and influencers needed to be first aware that SWCCD exists, then be convinced of the benefits of attending as compared to other choices.
Using a variety of marketing channels to reach different audiences in different ways, we were able to generate awareness more efficiently and effectively. Because each channel had differing strengths for influencing decisions (and we know not all impressions are created equal), we developed a variety of messages designed to leverage the strengths of each channel in relation to the goal.
Map the student journey for future efforts.
The college selection process happens in several stages. Developing strategies for each of these stages was critical in capturing the attention of students and their influencers. Defining what marketing materials, messages, and media coverage was most effective by stage ensured SWCCD had a foundational strategy for bridging awareness and conversion beyond this campaign.