and Enrollment through
the Voice of the Student
HACC, Central Pennsylvania’s Community College, came to Gavin with the goal of engaging potential and current student populations. Through improved engagement and performance-driven strategies, Gavin worked with HACC to be known as the smarter education choice for students.
As the market continues to see strains on student enrollment, Gavin led HACC through an extensive strategic initiative to revamp their go-to market approach by applying the student lens to its marketing and communications.
Utilizing Gavin’s very own process, entitled “Brandstorming,” our team guided HACC through a get-to-know the student strategy, including conducting focus groups in both English and Spanish language throughout the HLLY DMA, reaching populations across the college’s five campuses and virtual learning. Combined with market findings on the voice of the student, Gavin and HACC crafted student personas as the basis of a fresh strategy – using the personas as a core approach in moving a student through the decision-making journey of general awareness, consideration, application and registration.
increase in digital advertising
increase in unique visitors to landing page YOY
increase in value added media YOY
increase in click-through rate from previous campaigns
increase in social following
Launched student-focused targeting across Instagram, Snapchat, Twitter and streaming music