NCMPR 2024

This is A-B Tech Campaign Fall 2023

2023-24 Paraggon Awards

Category: Successful Recruitment Marketing Campaign

“This is A-B Tech”

 

I. Objectives

The primary objectives of the “This is A-B Tech campaign” were to general registration and targeted programs, which included Transfer, Nursing, Culinary Arts & Hospitality, Brewing, Distillation & Fermentation, and Criminal Justice/Basic Law Enforcement Training. A secondary goal was to target Latinx and African American enrollment.

II. Strategies and Tactics

The college’s “This is A-B Tech” campaign promoted general registration during the 2023-24 academic year. The comprehensive, integrated campaign focused on general enrollment, as well as targeted programs. Our “This is A-B Tech” theme was used for general advertising and promotions, and the college’s TV and video ads featured successful alumni from targeted programs who said, “This is A-B Tech”.

The integrated campaign included broadcast, print, outdoor, and digital (online and social media) advertising, as well as promotional materials, direct mail, PR, social media and website features.

Campaign elements included:

  • TV/cable ads targeting the Western North Carolina market
  • Online video (YouTube, Facebook, Instagram, targeted display)
  • Online static display (Google, LinkedIn, Facebook, Instagram, YouTube, news sites, gaming sites, etc.)
  • Radio (14 stations in the Western NC market) and Spotify ads
  • Targeted SEM
  • Print ads in local newspapers and magazines targeting the general, African American, and Latinx audiences
  • Billboards promoting general registration, but featuring new and targeted programs
  • Postcards mailed to targeted groups of students, as well as to all households (155,000) in the college’s service area for general registration and targeted assistance
  • Posters and fliers for campuses and recruiting events
  • Website banners and slides
  • Social Media organic posts (Facebook, Instagram, YouTube, LinkedIn)
  • Program sheets for all degree, diploma, and certificate programs
  • PR promoting events and new/targeted programs
  • All registration advertising directs traffic to abtech.edu/welcome and to the college’s Information Center at (828) 398-7900 or info@abtech.edu.

III. Results and Outcomes

A-B Tech saw increases in high school dual enrollment and targeted populations:

  • High School Dual Enrollment: 29% to 33%
  • Latinx: 11.2% to 15%
  • African American: 5.5% to 6.2%
  • New Students: 19% to 19.2%

Links to Campaign Submissions: