Lane COmmunity COllege
Lane Community College (LCC) has been facing declines in applicants and enrollment year-over-year for the past decade. Salvage recently partnered with them in early July 2018 to give their brand a fresh new image and more youthful approach to target their potential students. Our proposed solution was presented through our ìLocally Sourcedî brand campaign with the goal of appealing to the Oregonian locally-minded and community-conscious mentality. Through our creative strategy, we also wanted to change the mindset about community colleges to eliminate the negative stigma that often goes hand-in-hand with community colleges. By spotlighting LCC in a fresh, hip new way that speaks directly to the potential students, we detailed that in-demand and good-paying jobs are within reach by enrolling at LCC. With the creative development of out-of-home, transit, animated digital display ads, Pandora radio ad, Facebook and Instagram creative assets, we launched this campaign in less than 45 days for a mid-August kick-off. In the first five months of the campaign, initial conversion results are strong, with geofenced digital display ads resulting in 168 total conversions/new student applications. There has been an increase number of applications by 2% and we are on track to meet annual goal of 10% increase.
:30s Radio Spot