Campaign Description

On behalf of RMB Marketing, I spearheaded a strategic campaign for North Country Community College (NCCC) aimed at attracting non-conventional prospects to boost enrollment in programs tailored for military members utilizing the GI Bill.

Campaign Objective:
NCCC sought to tap into a niche market of veterans aged between 22-45 years, whether employed or not, across the nation. The target audience was specifically aligned with veterans and military organizations, actively seeking information on benefits, including opportunities for higher education.

Segmentation:
The campaign was meticulously tailored to reach veterans within the specified age range, who were either part of veterans and military organizations or were individuals actively seeking information on benefits pertaining to higher education within the veteran community.

Campaign Strategy

The strategy behind this campaign was focused on timing. It was strategically planned to launch before Christmas and to run through the beginning of the year, spanning a total of 4 months. The primary goal of this timing was to capitalize on the tradition of setting New Year's resolutions. By aligning the campaign with the New Year period, we aimed to tap into the motivation and mindset of individuals seeking personal or professional improvements during this time, thus maximizing the campaign's effectiveness and reach.

Campaign Tactics:
To effectively reach and engage the target audience, a combination of advanced tactics was deployed:

1. Mobile Conquesting Ads: Leveraging location-based targeting, we delivered tailored ads to individuals within proximity of strategic locations frequented by our target demographic.

2. Digital Advertising: Through strategic placement on relevant websites and platforms, we ensured our message reached potential candidates as they browsed online for military-related information.

3. Direct Mail: Leveraging the precise targeting of direct mail, we designed captivating oversized postcard to resonate with individuals residing within a 100-mile radius of the college. This strategy aims to connect with our target audience through a tangible and personalized approach, ensuring engagement with our outreach efforts in their local community.

Campaign Creative

Campaign Results

The campaign targeting military veterans looking to complete their degrees has yielded impressive results, garnering close to a million impressions and over 3,000 clicks. With the support of the GI Bill, the initiative resonated well with the intended audience, attracting significant interest in furthering education amongst veterans. While the number of leads generated fell slightly short of expectations, with just under 150 acquired, the campaign undeniably delivered valuable exposure for the college.