- 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
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%.
These were unacceptable numbers that we were tasked to overcome.
These were unacceptable numbers that we were tasked to overcome.
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%.
These were unacceptable numbers that we were tasked to overcome.
These were unacceptable numbers that we were tasked to overcome.
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:
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
