THE COLLEGE OF WHAT IF
We’ve enjoyed an excellent relationship with CWI since before they even had students.
The “College of What If” campaign is an aspirational approach, where we ask our target audience to dream about how education may improve their quality of life. As part of the enrollment campaign for Fall 2013, we shot five episodes of “What If?” The reality-style concept allowed us to capture how CWI fits into five student’s lives. We also created a mobile-optimized campaign website to measure traffic and capture leads. The site aggregates content from Facebook, Twitter, Instagram, and YouTube. In addition, we ran a “What If” Scholarship giveaway that gained over 625 new Facebook fans during the 5-month campaign.
As an extension of the campaign to support enrollment Fall 2014, we introduced a new campaign that centered around common “Myths About Community College.” In this campaign, we interviewed students and faculty in order to set out to disprove the myths.
In October 2016, our “Upgrade U.0” series was a gold medal from the National Council for Marketing and Public Relations’ (NCMPR) District 7. CWI was recognized at the annual NCMPR District 7 conference in Walla Walla, Washington in October. Read more here.
NCMPR’s District 7 includes community colleges in Alaska, Idaho, Montana, Oregon, Washington, and the Canadian provinces of Alberta, British Columbia, Saskatchewan and Yukon Territory. CWI’s Marketing team plans to submit several Upgrade U.0 campaign elements for NCMPR’s national Paragon awards presented in the spring.