Case Study

SITUATION

In 2019, Brew was awarded the media buying services contract for Delgado Community College. It was late July, there was a new Chancellor in charge, and enrollment numbers were down -3.2%.

Delgado Case Study logo

decorative graphicSITUATION

In 2019, Brew was awarded the media buying services contract for Delgado Community College. It was late July, there was a new Chancellor in charge, and enrollment numbers were down -3.2%.

CHALLENGE

Not only were we new to learning about the college and its programs, but we only had (3) three weeks to strategize, execute and deliver results before the fall enrollment period came to an end. Our goals and objectives were to:

  • Implement a strategic plan that included new forms of digital media that the college had never utilized to drive up enrollment
  • Utilize a combination of traditional and digital media to reach new students, transfer students and previously enrolled students
  • Closely measure performance of KPIs, creative and audience segments to inform future advertising efforts

STRATEGY

Since time was of the essence, we utilized the media to produce some initial spots to get Delgado on the air right away. We spent the next couple of months executing more thoughtful creative with higher production value for future versions of the campaign. We also executed the following public awareness, marketing and media tactics.

  • Digital Media – Hyper-Targeted Display, SEM/PPC, Social Media
  • Traditional Media – Broadcast Radio, Bus Shelters, OOH
  • Public Relations – Community Outreach, PR, Email Marketing

RESULTS

Our initial 3 week campaign resulted in bringing enrollment numbers up by +1.11% by October’s report. Throughout the 2019-2020 year, Brew developed strategic media initiatives to promote a variety of programs for the college. Before COVID-19 started take affect, we brought general enrollment numbers up by 5% from the prior year.

  • Over 9 million impressions served digitally for general enrollment
  • Delivered 123-127% added value / bonus across traditional media
  • In July of 2020, Brew produced a quick-turn, high-quality “We’re Ready” campaign that included video of the Chancellor’s COVID-19 response message aimed at easing student concerns