Humphreys College

OVERVIEW:

Being a "best-kept secret" can pose a challenge when you don't want to be a secret. That was a challenge for Humphreys College in Stockton, CA, which also has a campus in Modesto. The small, not-for-profit school offers associate, bachelor's and master's degrees in a number of fields of study. However, it was not as well known as some traditional schools such as larger universities and state schools.

STRATEGY:

A past marketing campaign had been more of a "call for students," and the results were lacking. For a new multi-screen campaign, a theme of "Who are you going to be?" was developed to speak to with two audiences. First, new high-school graduates who may not have been successful in enrolling in traditional universities, state schools and junior colleges, were the focus of advertising on networks like MTV, truTV, E!, Bravo, VH1, Cartoon Network and Comedy Central. Second, to reach somewhat older adults (age 24 and older) who have been in the workforce for a few years but may not be finding success, advertising focused on networks like USA, TBS, Lifetime, FOX News, Bravo and Comcast SportsNet. Banner advertising on Xfinity.com featured a simple message with a link to learn more about enrollment.

SUCCESS:

  • 40% increase in enrollment (750 to 1,260).
  • Lowered average student age and increased percentage of male students.
  • More than 29 hours of online video viewed.
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