Northampton Community College Fall 2020 Enrollment Campaign

Northampton Community College advertised their fall enrollment period to increase enrollment for students and adult learners, with ads targeted to their 3 main audiences; prospective students (17 – 21 years old) adult learners (22 – 45 years old) and parents of high school students (45 – 55 years old). A mix of video, audio and static images were created to ensure we’re capturing our audience’s attention in different mediums. We decided to use spotlight videos and imagery of real students in our ads and let them describe their own experiences at NCC. Although planning for this campaign started months away, we quickly had to adjust due to the pandemic halting in-person classes to make sure our ad copy was relevant to our audience’s concerns and experiences.

Overview:

• New landing page created

• Launched LinkedIn, Facebook and Instagram Video, Single Image and Carousel Ads

• Launched Facebook, Instagram and Snapchat Story Ads

• Ran Spotify Audio Ads

• Created Google and Bing Search Ads

• Ran a Display Ad Set on the Google Display Network

• Placed Video Ads on YouTube