Serving adults looking to return to college to complete an undergraduate degree, Belhaven University's Chattanooga, TN, campus faced a challenge: making the most of a smaller budget than some other for-profit trade schools and community colleges had at their disposal.
Comcast Spotlight worked with Belhaven to develop an affordable plan to help the college build awareness among those looking to go back to school. The multi-screen campaign focused on two key zones in the market (Chattanooga and Dalton), with television advertising on CNN, FOX News, MSNBC, AMC, History and Lifetime to reach the target audience of adults aged 25-54. Those advertisements were supplemented with online banner advertisements, including in-banner video, offering a direct link to the college's website.
Despite a difficult economic climate, the campus saw 32% growth for the fiscal year, with consumers regularly noting that they saw Belhaven’s cable advertising.