In an economic climate of declining property tax revenue and uncertainty at the state level, realizing the revenue potential of noncredit programs at Waubonsee Community College –– including youth enrichment programming –– became a priority. As Internet Marketing Coordinator I was called upon to promote the college's “Xcelerate” brand summer camps with the ambitious goal of doubling enrollment head count over the previous summer from 150 to 300.
Using electronic media to leverage a limited advertising budget, a multi-faceted strategy was implemented in March. By June, 100% enrollment growth was achieved through a variety of tactics, including partnership with local parenting blog GoWestYoungMom.com, social media engagement, email marketing, search marketing and display advertising.
Marketing communications were aimed at district residents with children, focusing on mothers as the primary planners of child activities and day care.