Challenges & Solutions

Chaffey College came to us with a need to solve a "right-now" one-off narrowly-focused technology problem, and we expanded and developed the relationship into a 6 year strategic omni-channel marketing partnership. We matured existing dated seasonal recurring content into first-class content like mini-documentaries. We then repurposed the new content to enable strategic omni-channel digital marketing campaigns targeting enrollment, retention, brand awareness, and reputation objectives across various types of digital placement (CTV, display, pre-roll, email marketing, etc.).

Specifically, we turned their Report to the Community video into a documentary-style yearly campaign that engaged the broader community across in-person and digital audiences, and built the brand through the unique personalities and student stories, to build brand voice and reputation through authenticity. As a local community college competing with on-line and more renowned nearby schools, Chaffey needed to differentiate by highlighting their real personal interactions and community engagement, to attract students to the community college experience.

By defining and executing on strategic marketing initiatives we built year-over-year, we brought Chaffey's digital campaigns 98% view to completion rate on videos on CTV, 37-60% email open rates using a hyper-segmentation strategy, and drove up enrollment even during COVID times.

We helped Chaffey win voter support for their $700M+ bond initiative, The Aspen Top 10 Award, and more.  Because of our overall brand lift and brand building work with video production and digital as the core of the strategy, they had an uptick of 11% enrollment growth even during the COVID crisis that made on-campus education extremely difficult, and brought online-only competitors into their "customer universe."