TCL CLICHÉ CAMPAIGN CASE STUDY
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- Gillian Potter
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1 TCL CLICHÉ CAMPAIGN CASE STUDY OVERVIEW Chernoff Newman was retained by the Technical College of the Lowcountry in 2006 to re-brand the college as well as develop and implement the annual registration campaign. Since that time, Chernoff Newman has completed five successful registration campaigns and created a new digital presence for the college. Most of this case study focuses on the Cliché Campaign. GOAL The goal of the Cliché registration campaign was to raise awareness of and preference for TCL in a trackable manner, and ultimately increase registrations to TCL courses over the previous year. RESEARCH Through analysis of the geographic breakdown of the student body, PRIZM analysis, current economic climate and review of the potential student likely to attend TCL, Chernoff Newman identified two target audiences. > Recent high school graduates in and around Beaufort that wish to start their education with a two year degree before transferring to a four year university > Working professionals ages years of age that are looking to further their education to acquire new skills for their current job or transfer into a new career MESSAGING During a time when the economy was sinking and the job market was declining, more individuals were looking for a way to jump-start their careers. Seeing this as an opportunity for TCL, Chernoff Newman developed messaging utilizing common clichés. The idea was to grab the attention of high school students and the current workforce and pose a lingering question to get them thinking about their future, their careers and the types of classes and opportunities offered at the Technical College of the Lowcountry. MEDIA PLANNING AND BUYING After reviewing the geographic footprint of TCL, a media plan was developed that targeted the five-county area from which TCL draws its students. The campaign ran for six weeks beginning the first week in July. Because of the trackable nature of the campaign, Facebook and banner ads far outnumbered other placements. > 1
2 TACTICS In addition to traditional tactics, such as print and outdoor advertising (featured above), Chernoff Newman developed a microsite gototcl.com where prospective students could gather valuable information about TCL. The microsite was segmented based on the two identified audiences so visitors could quickly access the information they were seeking without filtering through pages of information that did not apply to them. The microsite allowed us to track the number of inquiries that resulted from the campaign. Outdoor ad (above left), print ad (above right) and microsite (left) created for TCL. > 2
3 Other tactics employed for this campaign included: > Banner and Facebook ads > Print ads > Billboards > Radio ads > Direct Mail > Posters Facebook ads for TCL OUTCOMES > From 2006 to 2010, TCL was the fastest growing technical college in South Carolina, growing by more than 50%; during the same time period, state allocations for TCL were cut by more than 50% > During the Cliché campaign in 2010, TCL s enrollment increased by 15% > Just one month of the Cliché campaign provided 1,603 visits the to the custom URL; 2,462 page views; and 89.27% new visits > 3
4 NEXT STEPS: TCL WEBSITE AND CUSTOM INFO PACKET In 2011, Chernoff Newman was asked to update the digital identity of TCL. The newly designed TCL.edu launched in May The assignment was two-fold: > Design and program a new website to match the updated identity and edgy voice created by the registration campaigns > Develop a way to deliver prospective students with customized information that was of interest to them To accomplish the tasks, Chernoff Newman created a new site map and coordinated with individual departments within the college to determine what information needed to be included on the site, and the best way to present that information. Concurrently, the creative team worked with the marketing department to develop the new look for the site. The result was a fresh and innovative website that was full of pertinent information and easy to navigate. TCL Website > 4
5 The user-experience was enhanced with Chernoff Newman s solution to deliver personalized information ondemand the Custom Info Packet. To receive a Custom Info Packet a prospective student will visit the TCL website, click on the Information Packet area on the homepage and complete a series of questions based on their academic and personal interests. From their responses a personalized brochure is generated automatically, as well as ed to them. The Custom Info Packet includes information on the college and courses that applies directly to them. TCL has benefited from the introduction of the Custom Info Packet in many ways: > TCL uses the information captured from the questionnaire to better target direct mail and follow up phone calls > The flexibility of the Custom Info Packet allows TCL to share more in-depth information on specific courses and student life; previously they were controlled by what they could fit in a viewbook > The Custom Info Packet has reduced printing costs by eliminating the mass printing of the traditional viewbook > 5
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