A technical college wanted to revive dropping enrollment rates with an ad campaign that would deliver straight A’s.

Gibbons | Peck:

• Used information from their brand research to nail down a positioning strategy that would be most effective to the target audience.
• Incorporated branded elements – music, graphics, colors – along with testimonials from real students to create a type of stylized documentary look that was both authentic and engaging.
• Enhanced a direct mail and online campaign with a cost-effective media buy – including radio and television – to target an audience that would be most likely to relate and identify with the message.

Results: A 7.36% increase of full-time enrollment – the most sought-after audience – that met their five-year goal in the first year it launched.