NOT JUST BOOKS

The "Not Just Books" campaign was created with grant money intended to improve Peninsula College's Running Start enrollment in professional technical programs. 

The campaign ran on TikTok, Snapchat, Facebook, and Instagram. It also included a flyer that was distributed to our service district high schools.

The campaign resulted in 131 new contacts signing up to attend Running Start information sessions, and Running Start enrollment the following fall was up 21% from the previous fall.

Because I was able to spend part of the "Not Just Books" campaign funding to capture footage of Running Start students in Peninsula College's professional technical programs, I doubled its return by creating a second cut of the footage for use in a "More than Books" campaign. This spinoff campaign targeted an older audience while marketing the professional technical programs. This campaign was created to show low-income community members who were not interested in attending traditional college that Peninsula College offers life-changing career and technical training.

The campaign ran on TikTok, SnapChat, Facebook, and Instagram.

The cost per contact was 95% lower than the industry average, though this tally is for all Professional Technical inquiries submitted on the pencol domain; there was no dedicated form on the landing page for this campaign.* 

*Compared with fall 2022 statewide State Board of Community and Technical Colleges campaign by Interact Communications, which produced leads at the cost of $1,042. Higher ed averages $982 per lead, according to industry reports.