OVERVIEW:
Prism Career Institute, a trade school with locations in Pennsylvania and New Jersey, was looking to reach prospective students interested in hands-on, career-focused training in practical nursing and medical assistance. The school’s goal was to grow the student population by reaching its primary target audience, women aged 18-34, on their screen of choice – whether it was a TV, laptop, tablet, mobile device, or over-the-top (OTT) device.
STRATEGY:
We utilized Effectv’s geographic targeting capabilities to help Prism Career Institute identify ZIP codes where prospective students lived and worked. Then, we developed a multiscreen campaign to deliver the school’s message in premium programming on dozens of networks like Bravo, HGTV, and TLC, as well as within long-form digital programming to connect with cord-cutters, cord-stackers, and cord-nevers. Using TV as the anchor of the campaign, we targeted audiences across mobile, desktop, tablet, and other devices – reaching and engaging with prospective students no matter when or where they were consuming video.
SUCCESS:
Prism Career Institute reported a 10% increase in the student population during its tenure with Effectv. The school’s growth correlated with its overall marketing strategy, which included TV, out-of-home, radio, digital, and social media advertising. Overall, the client was happy with its Effectv campaign, stating it helped the school recruit new students who would ultimately staff local hospitals, nursing homes, rehab centers, and other healthcare facilities.