Woodstock Academy

OVERVIEW:

With more than two centuries of educating students from across New England and around the world, Woodstock Academy of Woodstock, CT, had a powerful story to tell prospective students and their families. By using Effectv’s video advertising solutions, combining television and digital video, the school set out to educate audiences about its many programs and its stature as one of the top schools in its region.

STRATEGY:

Woodstock Academy’s advertising campaign incorporated students, faculty and staff in a series of messages, discussing what they loved about the school, while incorporating elements of the school’s history. Advertising was geographically targeted to reach families from Connecticut, Massachusetts and Rhode Island. To reach the school’s target audiences, television advertising included a mix of high-visibility and niche networks, including ABC Family, Animal Planet, Bravo, CNN, ESPN/ESPN2, HGTV, MTV, TBS, TLC, the Weather Channel and regional sports network SNY. Digital marketing included high-efficiency in-banner video advertising on FOXNews.com, where prospective students and families could watch the same commercials that aired on TV.

SUCCESS:

Video advertising with Effectv helped Woodstock Academy achieve its goals: the school has 30 more students enrolled for the academic year following its “I am Woodstock” campaign. In all, the campaign delivered more than 1,100 commercials on cable television networks, while digital advertising was viewed more than 780 times in less than two months.

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