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The cornerstone of the Let's Get Started campaign was this spot, which used a powerful narrative device: a palindrome script. This creative choice dramatically represented the journey from doubt to confidence, aligning with the campaign's objective of empowering students to believe in the potential of changing their future.
Challenge: The challenge was to tackle the unique insight that CWI's main competition isn't other colleges but the self-doubt of its prospective students.
Objective: Increase awareness and enrollment
You can imagine a status-quo college ad with smiling students, VR goggles, and campus drone footage. Conversely, you can also imagine how brave it was for CWI to sign off on an ad with none of those things and the opening line, “I am not good enough."
Their bravery paid off; 6 months after launch, an awareness and perception survey showed a 5% increase in unaided awareness and perception of CWI's offerings, and 82% reacted positively to the ads themselves. The best news was the 4% increase in enrollment, compared to a 1.2% increase in national undergraduate enrollment.
CWI's diverse demographic of first-generation students, immigrants, and adult learners presents a unique marketing challenge. With such a varied audience balancing jobs and family, the key is authenticity and relatability. Our campaign was carefully crafted to resonate with and empower this entire community, reflecting the cultural tapestry that makes CWI special.
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