Case Study
Launch of the GoodWill Excel Center
Goodwill approached Oswald to raise awareness and drive enrollment for their new Excel Center location opening and diploma program. This program offers a true core 40 credits, allowing individuals to earn a high school diploma rather than a GED. To remove enrollment barriers the Excel Center offers classes tailored to each individual’s completed education level, flexible schedules, childcare, and life coaching.
To fulfill the client’s needs, Oswald created a strategic marketing campaign that focused on enhancing visibility and encouraging enrollment.
The Challenge
Reaching the target demographic
One challenge Oswald faced was effectively reaching the target audience, low income individuals, without a high school diploma, and who seek further education or who need it to advance in their careers. The campaign needed to ensure that advertisements connected and resonated with this demographic because they are most likely to enroll in the program.
Enrollment
Quick Numbers
300% increase in website traffic
40% of interested participants came from Oswald marketing efforts
Enrollment completed 2 months before deadline
The Solution
Oswald understood that the targeted demographic for the Excel Center is less likely to own a car and pay for cable but is more inclined to pay for streaming services, listen to the radio, and take the bus. So, instead of using traditional advertising and media to reach the intended audience, Oswald employed a advertising mix that included bus stations ads, radio, Over-the-top, and Connected TV advertisements. This approach created more touchpoints for our audience to engage with the Excel Center’s marketing. As well as using digital geofencing in low income neighborhoods in evansville indiana, effectively streamlining efforts and resources on reaching those most likely to benefit from enrollment.
Oswald’s creative content aimed to reinforce the accessibility and benefits of the Excel Center. Converting that the process of enrolling is not scary, is straightforward, supportive, and individualized. Highlighting services such as free childcare, flexible class schedules, life coaching, and accelerated courses that eliminate barriers in enrollment.
To reinforce Excel Center’s purpose, Oswald developed the slogan “Know-Go-Grow”. This memorable phrase encapsulates the journey of an enrollee as they learn, attend classes, and then grow their careers. This slogan also aids in their recall of the Excel Center, driving further awareness and engagement.
Our Work
Let’s Work Together
Address
4101 N. St. Joseph St.
Evansville IN, 47720