Omnichannel Growth Marketing Campaign Shows Students They Have a Place at a NH Community College
An integrated six-channel awareness campaign targeting New Hampshire high school seniors, prospective transfers and career changers driving them to discover N.H.’s community colleges.
WHAT WE DID:
- Marketing and Communications Planning and Strategy
- Landing Page Development
- Social Media Strategy and Content Creation
- Digital Advertising
- Design, Direct Mail and Marketing Collateral
Marketing and Communications Planning and Strategy
Six channels. One message. One destination.
We built a coordinated campaign strategy targeting NH high school seniors, with secondary reach to recent grads, transfer students, career changers and the parents cheering them on. Direct mail, high school digital displays, geo-targeting, email, Meta, TikTok and YouTube all pointed to one place: ForYou.CCSNH.edu. Everything was sequenced to build awareness ahead of open houses and sustain it through the end of the enrollment window.
Landing Page Development
ForYou.CCSNH.edu was the hub of the whole campaign. Every postcard, ad, email and display routed there. We designed it mobile-first (good call: 95% of visitors arrived on a phone) with a single, clear CTA around open-house registration. The page drove 15,084 views from 13,079 unique visitors and generated 36 open-house registrations over the campaign period.
Social Media Strategy and Content Creation
Real students. Real stories. Real results.
We filmed real CCSNH students, Juliana, Travis and Jonathan, for TikTok and YouTube, keeping the creative authentic to a prospective student audience. TikTok delivered 696,994 video views at a CPM 53% below the platform average. YouTube hit a 64.75% TrueView rate. Google considers 45%+ excellent. We more than doubled it. And 85% of those completed views came through Connected TV. NH households are watching CCSNH on their living room screens. That’s an A+ in our books.
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Digital Advertising
The geo-targeted retargeting layer was one of the campaign’s smartest moves. We served display ads to the same households that received the postcard, and over 16 days that campaign delivered 422,953 impressions, 401 click-throughs and 36 open-house registrations. That’s a 9% conversion rate from click to registration.
Across all paid digital channels combined:
Design, Direct Mail and Marketing Collateral
Sometimes the most powerful digital campaign starts with something physical. We mailed open-house invitation postcards to 10,182 NH households the week of March 17, giving the geo-retargeting layer a real-world anchor. The same households that got a postcard in the mailbox soon started seeing CCSNH ads on their devices. Intentional, coordinated and effective.
From a 6×4 postcard to vertical TikTok video to hallway digital displays at seven NH high schools, all of it had to feel like one campaign. Our creative team developed everything: direct mail, display ads, social graphics and video creative direction, all unified under the “We Have A Place For You” identity. Digital displays ran at Pinkerton Academy, Alvirne, Merrimack, Nashua North and South, Concord and Londonderry throughout the full campaign flight, meeting students in common spaces where they already hang out.
CCSNH new student enrollment for the fall is up almost 6%. Five of the colleges have increased their new student percentages over this time last year — and the marketing efforts behind that growth are worth noting. 😊
Vicky Jaffe
Director of Marketing & Development, MCC
