In the Fall of 2021, the Alamo Colleges District, a community college system in San Antonio, launched the “Made for You!/¡Hecho Para Ti!” bilingual enrollment campaign that continued into 2022. The campaign showcases our colleges’ diverse population by featuring real students from all walks of life. From AlamoPROMISE Scholars to busy moms to our military reservists, the campaign captures the rich essence of our students across all five Alamo Colleges. Students face challenges during these unprecedented times, so it’s crucial for them to know we’re here with an array of programs and newly developed support services—all “Made for You.” Our secondary targets were prospective student influencers and the community as a whole.
“Made for You!/¡Hecho Para Ti!” creative elements were deployed for the following tactics: outdoor, print, social, digital, SEM, radio, and television. All of these elements were available in English and Spanish.
All of the integrated marketing campaign elements ran from Fall 2021 through Fall 2022. The billboards were seen throughout the Alamo Colleges service area. More than 15 billboards were deployed across San Antonio and surrounding areas.
To increase reach, we deployed the English and Spanish radio spots via podcasts, Spotify, Pandora, and iHeartRadio. What’s more, the 30-second television commercial ran in English and Spanish markets. The Spanish version of the commercial was even prominently placed during the final FIFA World Cup Qatar 2022 game.
This campaign aimed to boost overall enrollment throughout the Alamo Colleges District (comprising five colleges). Every year Alamo Colleges faces fierce competition from neighboring private, public, and technical schools competing to grow enrollment. Even so, we met our goal with a 3.4% increase in enrollment from the start of the campaign in Fall 2021 to Fall 2022.