silver
Against
The "Let's Get Started" campaign for the College of Western Idaho (CWI) tackled a pivotal barrier: the internal self-doubt among its prospective students. A robust media plan on traditional and digital platforms blanketed the Treasure Valley in Idaho with common self-doubt phrases, flipping them on their head into empowering words of encouragement for prospective students.
Main Challenges:
Confronting and changing the internal narrative of self-doubt.
Enhancing CWI’s awareness and perception
Driving enrollment at a time when higher education is being questioned
Key Objectives:
Empower prospective students with the confidence to go to college
Broaden awareness of CWI as a supportive and accessible educational institution
Increase enrollment
It’s not hard to imagine a status-quo college spot with smiling students in classrooms and drone footage of the campus. Conversely, you can also imagine how brave it was for CWI to sign off on a campaign with none of that.
The good news is their bravery paid off. Six months after launch, a community awareness and perception survey showed a 5% increase in unaided awareness & a 6.2% increase in awareness of offerings. We also surpassed industry benchmarks in views and engagement on Meta, YouTube, and TikTok. The best part was the 4% increase in enrollment that far exceeded the 1.2% increase in national undergraduate enrollment.
The campaign for CWI was meticulously crafted to authentically and effectively resonate with its diverse demographic, including first-generation college students, immigrants, and adult learners, ensuring it empowers the entire community despite its varied needs.
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