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The "Jaguar Journey" Enrollment Campaign
"THE JAGUAR JOURNEY"
Southwestern College (SWC), a cornerstone of higher education in South Bay San Diego, faced challenges in increasing enrollment—particularly among international students and high schoolers seeking dual enrollment. Despite its state-of-the-art facilities, rich cultural diversity, and high-quality academic programs, SWC remained under-recognized compared to four-year institutions. The college partnered with RobertStemler Media and cThru Media to elevate brand visibility, reframe public perception, and ultimately boost enrollment figures.
OBJECTIVES
Increase Awareness & Community Engagement:
Position SWC as a leading educational institution in South San Diego, Baja, and beyond.
Drive Enrollment Growth:
Inspire action from prospective students through compelling storytelling and strategic advertising.
Engage Key Decision-Makers:
Target parents and community influencers who help shape college choices.
Expand Geographic Reach:
Broaden SWC’s visibility across multicultural and cross-border communities.
STRATEGIC APPROACH
TRADITIONAL MEDIA
RobertStemler Media (RSM) led a robust traditional media campaign grounded in high-traffic outdoor placements and Hispanic and English broadcast partnerships:
- High School Poster Campaign: Posters were installed at six key high schools, including Bonita Vista, Eastlake, Hilltop, and Mar Vista, reaching high schoolers and families directly within the college’s target feeder zones.
- Transit Shelters & Billboards: Ads were strategically placed across five high-visibility transit shelters and two billboard locations, generating 27.6M+ impressions with $18K in added value.
- Entravision Partnership: A high-impact broadcast collaboration with Univision, Unimás, Estrella TV, and Milenio included:
- 3,298 commercials (396 paid, 2,902 bonus)
- $535K in added media value
- Interviews, news features, and event coverage showcasing student life and new academic offerings
- Reach: 75% of San Diego TV households, 4.19M adults 18+
Traditional Media Results
- Total Investment: $80,000
- Total Media Value Delivered: $633,000
- ROI: Nearly 8x
DIGITAL MEDIA
cThru Media’s digital strategy activated the “Jaguar Journey” across multiple online platforms with a bold, multicultural, and student-focused lens.
Creative Vision:
A modern, aspirational campaign brought SWC’s Jaguar mascot to life, aligning visuals with the school’s brand identity while highlighting CTE programs, diversity, and student success.
Digital Campaign Components:
- Google Search & Display: High CTRs—44% (English) and 29.6% (Spanish)—indicating active search interest and enrollment intent.
- Social Media (Meta, TikTok, Snapchat): Carousels, mobile video ads, and reels in both English and Spanish drove over 380,000+ views among target audiences.
- Remarketing: Highly effective in re-engaging site visitors, leading to significant conversion activities.
- Creative in Spanish: Extended campaign reach into Spanish-speaking communities, reinforcing SWC’s cultural inclusivity.
Digital Media Results:
- Impressions: 2.9 million+
- Clicks: 54,372
- Conversions: 29,889
- Budget Efficiency: 67.39% of budget utilized while exceeding engagement benchmarks
THE RESULT
The Jaguar Journey campaign achieved remarkable results
across traditional and digital platforms:
- Delivered more than 30 million total impressions (digital + traditional)
- Sparked a renewed perception of SWC as a vibrant, high-quality, and community-rooted institution
- Generated meaningful engagement across English and Spanish-speaking demographics
- Positioned SWC to compete head-to-head with four-year universities in student recruitment.
- Increased enrollment over 13% and far surpassed the institutions enrollment goals.
A powerful, bilingual, and multi-platform campaign that not only met, but also exceeded enrollment marketing goals—cementing SWC’s place as a top-tier educational choice for the South Bay and Baja regions.
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