Celebrating 20 years in Business ~ RSM is grateful to all our clients and partners!
FEATURED CASE STUDIES
SAN DIEGO CITY COLLEGE
"YOU BELONG HERE"
12% INCREASE IN STUDENT ENROLLMENT IN FY24
San Diego City College (SDCC) faced challenges in driving enrollment and fostering a sense of community among prospective students. Despite its affordability and high-quality programs, SDCC needed to stand out in a crowded higher education landscape and effectively reach diverse audiences.
Key issues included:
- A need to increase enrollment and retention.
- Limited engagement with calls to action such as “Apply,” “Register,” and “View Schedule.
- The challenge of targeting high school students and adults in key San Diego neighborhoods.
FEATURED CASE STUDIES
University of California San DIego (UCSD)
UNIVERSITY OF CALIFORNIA SAN DIEGO (UCSD)
HISPANIC SERVING INSTITUTION CAMPAIGN
Fall 2021
In 2018, the University of California San Diego launched the Latinx/Chicanx Academic Excellence Initiative. This campus-wide program unifies and expands services that attract and support a diverse campus community. Soon after, RSM facilitated a language-appropriate, culturally relevant communications campaign to reach San Diego’s Latinx/Chicanx community through a paid media campaign partnership with EntravisionTelevision, Univision Radio, and cThru Media.
The campaign aimed to increase the Latinx community’s affiliation and sense of belonging with UC San Diego as the university pursues Hispanic-Serving Institution designation. Our strategy spanned content and media buys on Spanish language television and radio, digital outreach, out-of-home, train wraps, posters at high schools, the strategy and creation of conquest marketing within U.S. News & World Report, TED Talks, and media placements in publications such as Diverse: Issues in Higher Education and The Education Magazine located in India.
Watch the media segments produced with Univision Television here.
Just Some of Our Trusted Partners
United way of san diego county
RECORD LEVEL RESPONSE FOR EITC/211 SERVICES
Increase community awareness, drive website traffic, and encourage phone calls for the CalEITC program, targeting low-income Californians eligible for state and federal tax credits.
CHALLENGES
- Target Audience Complexity: Reaching a diverse audience, including non-citizen California residents with ITINs and individuals not required to file taxes.
- Message Accessibility: Ensuring outreach in multiple languages and across various platforms to maximize inclusivity.
- Tight Timelines: Extending deadline messaging while maintaining campaign momentum.
STRATEGIES
Omnichannel Approach:
Leveraged a blend of digital and traditional media to maximize reach and engagement. Key platforms included:
Google Search, Display & Remarketing, Facebook/Instagram, CTV/OTT, Spanish-language radio, bus backs, and posters in high-traffic areas.
2. Tailored Messaging:
Crafted specific messages for ITIN holders, non-filers, and those unfamiliar with CalEITC benefits, targeting both English and Spanish-speaking audiences.
3. Value Maximization:
Secured significant added value from media placements, boosting overall campaign impact.
