Objective

With a newly-built, college-wide communication strategy and only a small strategic marketing team to manage it, Cape Cod Community College (4Cs) in West Barnstable, MA, was looking for stability in an agency relationship and support in planning and executing a diversified media strategy to reach enrollment goals for its unique Aviation Maintenance Technology (AMT) program. 

Action

5 Horizons was asked to audit past marketing plans for the AMT program and to propose a new strategy that would meet enrollment goals. After reviewing previous campaign tactics and recruiting strategy, 5 Horizons worked with relevant stakeholders at 4C’s to craft an omni-channel campaign that effectively engaged workers in relevant trades like mechanics, who were well suited to transition to a career in aviation tech.

In the absence of a CRM at 4Cs, 5 Horizons was able to simplify and improve the lead intake and management for the AMT program’s recruiter using data connection software. We automated a process where prospective students completed an in-app form on LinkedIn or Facebook and their lead information immediately populated into a secured Google sheet for the recruiter to access.

Outcome

Our campaign—which included cable television, sponsorship of New England sports telecasts (Celtics and Patriots), print, email, and paid social media—generated record lead volumes, and 4Cs was able to exceed its Spring and Summer AMT cohort goals for the first time in the program’s history.