Rural Community College
Challenge
A rural community college needed attention and enrollment momentum while competing with larger junior colleges with much larger marketing budgets.
Solution
We developed an alternate path to attention that leveraged existing resources rather than trying to outspend competitors. A consultant helped create a distinctive musical branding element that unified the campaign. We then produced a 30-minute, red-carpet-style infomercial about the college and its community impact, premiering on campus while airing simultaneously on the local NBC affiliate. The principle was to use a fresh idea and coordinated execution to make a smaller budget more noticeable.
Results
The launch created almost immediate momentum and was followed by unprecedented double-digit enrollment growth as the infomercial and broader campaign continued.
The college needed to get attention and build traction without the budget of larger junior college competitors. We worked with leadership to devise an alternate path that could leverage the resources available and create a stronger impression than a conventional campaign might produce.A consultant helped develop a unique musical branding piece that united the messaging and added quality. After the campaign had been running for several months, we released a 30-minute red-carpet-style infomercial showcasing the college and its work in the community. It premiered on campus and aired simultaneously on the local NBC affiliate, creating a public event around the institution. The principle was that fresh ideas and coordinated execution can help an established institution compete for attention without having the biggest budget.The splash announcement generated immediate momentum. As the infomercial continued to run and the commercial campaign continued, the college experienced unprecedented double-digit enrollment growth.
