Western Michigan University

OVERVIEW:

In the competitive world of college admissions, it's vital to engage both prospective students (teens aged 14-17) and their influencers: parents, grandparents, neighbors and friends. For Western Michigan University in Kalamazoo, MI, a key component of their strategy was to lead those audiences to the school's website in order to build a database of prospects. With a demographically focused multi-screen marketing campaign through Comcast Spotlight, Western Michigan University was able to connect with students and influencers alike.

STRATEGY:

The University used demographic data to identify areas with a significant population of graduating high-school seniors, the desired income level and historical success in engaging students. Television advertising focused on networks popular with the primary audience: ABC Family, BET, MTV, Nickelodeon, ESPN and the Big Ten Network. Digital advertising on Xfinity.com mirrored the built on the visually compelling commercial, adding prominent social media and mapping links, as well as a links to a dedicated landing page to capture lead information and a contact form to send a message to the school's staff.

SUCCESS:

Western Michigan University’s multi-screen marketing campaign contributed to a very successful effort to build its database: in all, more than 1,100 new prospective student names were added.

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