Brand Strategy, Creative Development and Production on TV, Radio, Digital, Social & Direct Mail, Media Planning and Buying
The Challenge
As COVID-19 turned the world upside down, schools at all levels struggled with their plans for returning students in the fall. The Community College System of New Hampshire was no exception. To make matters worse, an aggressive timeline demanded a quick turnaround from kickoff to campaign in under four weeks.
The Process
Working with the leaders of seven New Hampshire Community Colleges, Big House was able to align all seven schools on a single, unifying brand strategy, conceive and produce a system-wide 30-second tv spot (amidst a stay-at-home order!) and develop customized video, digital and print executions for several of the partner schools. From there, we built upon the campaign with subsequent TV, Print and Digital executions and sponsorship opportunities.
The Results
During the height of the pandemic, new enrollment declines were far less than expected at -2% (we call that a win!) and in 2022, new enrollment applications were up 3 points over pre-pandemic levels.
