#worthit campaign
creative director, creative strategist, brand manager, ad copy writer & project manager
#WorthIt integrated marketing campaign promoted the Spring 2021 semester for Lone Star College-Montgomery campus. The campaign spanned over three months, from October 2020 through January 2021. As the local area in Texas shifted to more activity after COVID-19 hit the world, the PR MarCom team focused on creating a message that encouraged students to come back or begin school and the impact education has on creating the life you desire.
My team worked closely with the student services team throughout the campaign to analyze engagement and review enrollment growth.
marketing analytics dashboard created by our marketing coordinator
the strategy
The creative strategy broke down one campaign into three phases. Each phase led students through the process of enrolling. The first phase, ready to register, focused on preparing current students for enrolling in Spring classes through internal channels and email campaigns. With the second phase, registration open, our strategy expanded to paid advertisements, social, and targeted email campaigns. Personalized messages for each audience were created, driving the student to take action to apply and/or register for Spring classes. The last phase targeted our previous students and current students with messaging focused on the Spring deadline approaching through targeted email campaigns.
the vision
The imagery portrayed relatable moments specific to our audience and message. The blue and yellow colors are brand OOH colors for student communications and our adopted campus brand colors. The blue represents the approachable and understanding culture at the LSC-Montgomery, while the yellow shows boldness and independence which represents our mascot, the Maverick.
on campus
During the ready-to-register phase, our campus digital displays encouraged students to take action! Students were directed to our virtual and in-person Maverick Assistance Center which allowed them to take the exact steps needed for their student accounts to be ready for adding classes once the registration period opened.
Targeted email communications were sent to current students that provided the steps and resources each individual needed to take to be prepared for enrollment.
email communication & web
advertisements
paid advertising
During the second phase, we introduced a video ad for Facebook and programmatic ads placed through a media vendor.
social media
Our social strategy focused on Instagram and Facebook. Each phase of the campaign incorporated social posts with messaging in line with the phases of registration. In this phase, I worked closely with our social media specialist and content creator on messaging and creative that supported and worked with our overarching campaign.
