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Strategic Enrollment Growth Campaign (Fall 2025)
Project Type
Marketing Strategy/Enrollment Campaign
Date
Fall 2025
Overview
Overview:
Askew Strategic Marketing designed and executed a comprehensive three-month enrollment campaign (June–August 2025) to boost student enrollment for the Fall 2025 semester. The campaign expanded upon prior-year efforts, introducing new advertising channels and refreshed messaging designed to strengthen visibility and conversion among adult learners and recent high school graduates.
My Role:
Served as the strategic lead — overseeing campaign planning, audience segmentation, media placement, and overall execution. Managed cross-platform coordination with radio, digital, and print vendors, and directed internal creative and communications workflows to ensure consistency across all channels.
Approach:
Implemented an integrated mix of billboards, radio ads, streaming audio, OTT and YouTube ads, social media and display ads, movie theater placements, gas pump ads, mass postcard mailings, and automated email/SMS campaigns. Messaging emphasized purpose-driven education, career readiness, and accessibility... aligning with the institution’s broader mission and enrollment objectives.
Impact:
- Achieved a 6.3% increase in total headcount and an 8.9% increase in FTE over Fall 2024.
- Marked the first time since pre-2019 that total headcount surpassed 3,000 students.
- Built upon the prior campaign’s 11.5% headcount and 10.5% FTE growth from Fall 2023, establishing a sustainable year-over-year trajectory of enrollment recovery and growth.
- Strengthened brand awareness and local engagement through consistent, data-informed messaging across traditional and digital channels.
Developed and led a multi-channel enrollment marketing campaign that achieved a 6.3% increase in headcount and an 8.9% increase in FTE compared to the previous year. The campaign utilized an integrated mix of digital and traditional tactics to re-engage prospective students and strengthen regional awareness.