Due to the overall number of students attending college decreasing, NCK Tech wanted to develop a targeted student recruitment marketing campaign that clearly communicated their differential advantage to prospective students and motivated students to apply. Choosing a school is a highly emotional decision, but tech schools often lack an emotional appeal in their advertising efforts. This campaign needed to speak to prospective students’ values and help them feel like NCK Tech would be a place where they would fit in.
Inspire action among prospective students through personal connection
In order to craft a campaign that would help develop a personal connection between prospective students and NCK Tech, we conducted focus groups with current NCK Tech students and compared NCK Tech’s messaging to both regional and national tech schools. As a result, we developed campaign messaging that spoke to the grit and work ethic that unites all NCK Tech students to serve as an anthem for students pursuing technical education and brought it to life through video, digital advertising, and print collateral.
Because we led with values instead of facts about earning potential or job placement rates, the campaign was a success. Not only did NCK Tech employees and students take pride in the messaging, high school counselors and prospective students did as well. Since launch, application entries increased by 56%, new users to the website increased by 111%, page view increased by 78%, and the average session duration increased by 7% from the previous year.
Research & Strategy
Branding & Visual Identity
Video & Motion
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