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Challenge
A month before the advertising was to begin, the North Harris Montgomery Community College District awarded Edge a contract to develop advertising and then plan and negotiate a media buy for the district’s spring 2005 enrollment campaign. The campaign needed to serve five distinct campuses, each with a different name and geographic market. |
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Contributions
Edge developed an original marketing theme, “Start Something,” and interpreted the theme for radio commercials (English and Spanish), newspaper ads, outdoor advertising and Web advertising banners. We also planned, negotiated, bought and trafficked a radio media plan designed to reach three distinct student groups — traditional, university-bound students; older, non-traditional students, and leisure (continuing education) students. In traditional and non-traditional advertising, reaching minority students was also a priority. |
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Summing Up
NHMCCD reported that, compared to the previous year, the district’s spring 2005 enrollment was up an average of 15.3% at the five colleges. The Edge media buy delivered 116% of plan, and bonus promotional activities delivered $.50 extra coverage for each $1.00 that the district invested. |
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Edge won our account by demonstrating a quick grasp of the special challenges of community college marketing and how our district and college work together. On an extremely tight timeline, they delivered memorable, well-produced creative, and their buying skills helped us stretch our ad dollars.”
Susan Wright
Executive Director, Communication & Media Relations
North Harris Montgomery Community College District |
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