The Challenge

FVTC needed a marketing plan focused on enrollment strategy to increase applications and ultimately the number of students enrolling in each of their three semester starts. The strategy and tactics used needed to reach stopouts (previously enrolled at FVTC) and acquired lists of students with some college credit but no degree.

The Approach

The campaign strategy focused on a combination of building awareness of FVTC and pushing upcoming enrollment deadlines to drive conversions using combined tactics of personalized email, direct mail, and text messaging.

Each message featured personalized content with prominent deadlines and actionable next steps, guiding recipients to a streamlined landing page designed for seamless application submission. Together we established best practices for: 

• Aligning strategy with the enrollment cycle
• Hero-image selection
• Calls-to-action
• Focused messaging
• Brand consistency
• Personalization
• Imagery and media