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Grow Manassas Tuition Assistance Fund

The Challenge

How do you increase awareness for a newly established program?

In March 2023 we launched a campaign on behalf of the City in partnership with Northern Virginia Community College to promote the Grow Manassas Tuition Assistance Fund. The fund pays for a variety of professional development courses and certifications for Manassas residents. Using a combination of print, digital, and audio advertising, we have doubled the number of interested applicants as compared to pre-campaign numbers. Specifically, the campaign uses:

  • Programmatic display ads targeted at demographic groups and users searching for relevant keywords
  • Social media ads across Facebook and Instagram
  • Google Display and Google Text Ads targeted to users demographically and based on search history
  • Printed flyers and mailed postcards that include a coded QR code to track resulting web traffic
  • Audio and companion display ads across the Spotify network
  • Targeted email marketing delivered to relevant users, filtered by age, income, work status and geography
  • Print ad placements

All components of this campaign are delivered in English and in Spanish, which helped to reach Manassas’s large Spanish-speaking population. The combination of digital and traditional methods ensures we’re able to reach potential candidates where they are.

Services Provided

Strategy
Branding
Web Design
Digital Marketing

The Results

0x
applicants

in first four weeks of the campaign

0
Million

digital impressions

0%

Click-through rate

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